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The Effects of the Quality of Service of Multicultural Festivals on Attendee Satisfaction and Behavioral Intention: Focusing on the Ganghwado Jeondeungsa Immigration Festival

Yoon Hee Lee 1

1경희대학교

Excellent Accredited

ABSTRACT

The purpose of this study was to improve the quality of the service at multicultural festivals and to encourage them to promote social integration by analyzing the relationship between their quality of service, visitor satisfaction, and behavioral intention. To this end, attendees of the Ganghwado Jeondeungsa Immigrant Festival, who were mainly foreign workers and their Korean teachers, were invited to respond to a 183-item questionnaire, which was then analyzed to determine the relationship between the quality of service of multicultural festivals, attendee satisfaction, and behavioral intention. It was found that physical and procedural quality among service quality indicators had an influence on satisfaction and behavior, and that satisfaction and behavioral intention increased as physical quality and procedural quality increased. Meanwhile, an analysis of behavioral intention according to demographic characteristics revealed that foreigners were generally more likely to attend the same festival again in the future and recommend it to others as compared to Koreans. Therefore, if the quality of service offered to foreigners is accurately studied, evaluated, and reflected in festival management, it will ensure repeat visitors and their recommendation through word-of-mouth, which in turn may encourage more foreign visitors, and bring about by an increase in social integration and exchange between countries.

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