축제 서비스품질이 긍정적 감정, 애호도에 미치는 영향

Abstract

This study aimed to verify the influence relationship between festival service quality, positive emotions and favorability, and whether positive emotions play a mediating role. A survey was conducted for visitors to the Yeongdeungpo Yeouido Spring Flower Festival in 2021, and empirical analysis was carried out using SPSS 18.0 and AMOS statistical program, including frequency analysis, exploratory factor analysis, confirmatory factor analysis, multiple regression analysis, and bootstrap analysis. As a result of the study, it was found that reliability, empathy, and responsiveness among festival service quality factors had a positive (+) effect on positive emotions, and positive emotions of festivals had a positive (+) effect on favorability. In addition, reliability and responsiveness among the festival service quality factors had a positive (+) effect on attitude favorability, and reliability, certainty, and responsiveness had a positive (+) effect on behavioral favorability. Finally, it was found that positive emotions play a mediating role between festival service quality and favorability. This suggests that the provision of accurate information to visitors and the response of staff for the festival are important in festival service quality, and that the positive emotions of visitors at the festival can make the festival more favorable to increase their revisit.