Retaining Loyal Visitors in Organizing Local Festival; Relationship between Service Quality of Festival and Behavioral Intention - The Case Study of Gwang-Ju Kimchi Festival

• Published in: Korean Comparative Government Review Vol. 14; no. 2; pp. 399 - 418
• Main Authors: 강순화, Kim, Jung-Hwan
• Format: Journal Article
• Language: English
• Published: 한국비교정부학회 01.12.2010
• Subjects: 행정학
• ISSN: 1598-964X; 2713-5357
• DOI: 10.18397/kcgr.2010.14.2.399

This paper provides an insight on how service quality of festival influences on the behavioral intentions such as the intent to revisit and recommend a local festival. The survey results of 273 respondents who visited the Gwang-Ju Kimchi Festival were analyzed by using a factor analysis. Four factors shaping service quality of the festival were extracted through the analysis: local products and foods; advertising and information; event programs; and convenient facilities. The main findings were that the most significant factor for inducing visitors to revisit the festivals event programs whereas advertising and information influence on the most visitors’ intention to recommend the festival to the others. This research has verified that visitors would revisit and recommend the festival to the others when they think satisfaction on service quality of the festival is fulfilled. Based on this result, planners or sponsors of diverse festivals are recommended to try to improve the service quality in order to satisfy the visitors effectively and efficiently. KCI Citation Count: 4