지역 축제이미지가 방문객만족 및 지역애호도에 미치는 영향: 진도 신비의 바닷길 축제를 중심으로

Abstract

The purpose of this study is to understand the image of a local festival targeting tourists who visited the local festival, and to investigate the effect of the festival image on tourist satisfaction and regional loyalty. The survey was conducted for 4 days from March 21 to March 24, 2019 at Jindo Miracle Sea Road Festival. A total of 300 questionnaires were distributed and 285 valid samples were used for the analysis, excluding questionnaires with unfaithful responses and biased distribution. The results are as follows:<BR> First, the local festival image has a positive effect on tourist satisfaction, and in particular, the affective image is more influential than the cognitive image. Second, the local festival image has a positive effect on regional loyalty. Third, tourist satisfaction has a positive effect on regional loyalty. The analysis results indicate that the local festival image is an important factor that directly affects not only tourist satisfaction but also regional loyalty, and suggest some meaningful implications.