Journal of Tourism Sciences 2023 KCI Impact Factor : 2.7
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pISSN : 1226-0533 / eISSN : 2713-6388
- https://journal.kci.go.kr/JTS
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The Moderating Role of Tourists'Motivation Between Festival Image and Loyalty- Evidence from 2008 Gwangju Biennale Visitors -
- Journal of Tourism Sciences
- Abbr : JTS
- 2009, 33(6), pp.171-194
- Publisher : The Tourism Sciences Society Of Korea
- Research Area : Social Science > Tourism
Moon Youn Hee 1, Cho, Yong-Sang 1, Choi Jiho 1
1전남대학교
Accredited
ABSTRACT
This research is to demonstrate tourists' motivation types as a boundary condition to moderate the influential relationship between culture and art festival image and customer loyalty. Data were collected from 224 2008 Gwangju Biennale visitors. Results from multiple-regression analysis confirm that there are positive relationships between the festival images and loyalty and these relationships are moderated by the visitors' motivation types. Particularly, the interaction variables pleasure × motivation types, utility × motive types, and facility × motive types significantly influence the visitors' loyalty. Conclusions and implications are derived from the findings and directions for future research are provided.
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