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Structural Relationships among Visiting Motivation, Images, Satisfaction and Loyalty as Perceived by Visitors to a Local Festival

Lee, Ji-Hyun 1 Jung-Hee Seo 2 Jong-Ho Lee 1

1경성대학교
2경남정보대학교 호텔외식조리계열

Excellent Accredited

ABSTRACT

Local societies often try to improve their positive local image and achieve local economic growth through holding local festivals. Therefore, this current study was conducted to identify the importance of local festivals, and verify the structural relationships among the visiting motivation, the festival satisfaction, and the loyalty of residents who had participated in Busan area festivals. In order to achieve the aim of this study, we analyzed 222 participants throughout Busan area festivals using SPSS (V 23.0) and AMOS (V 21.0) programs. To test the effects of our formulated model, the fidelity of the whole model and the organic relations were tested using Structural Equation Modeling. Subsequently, Partial and full relationships were verified using the results of the analysis. Thus, festival officials are suggested to improve festival images by analyzing various visit reasons of festival participants. Hence, this current study suggests the implication that a good image influences subsequent satisfaction and furthermore it increases festival royalty.

Citation status

* References for papers published after 2022 are currently being built.