온라인(언택트) 축제 서비스 품질과 만족이 축제 관광지 방문 의도에 미치는 영향 연구

Abstract

One of the important indicators for the success of the festival was the number of visitors before COVID-19. However the social atmosphere for festivals changes into avoiding large-scale rallies or events during this COVID-19 pendemic situation. Visitors' satisfaction with the service quality of on-line contents becomes more important than the number of visitors. The purpose of this study is to find the relationships among web site service quality with on-line contents, web-usage satisfaction and a visit intention to a the event site. Speciflicaly, the author identifes the attributes of festival website service quality at first. Second, the demand of consumers should be checked by visitor satisfaction level depending on the service quality of the festival website. Thirdly, the author would find a linkage of festival website service quality to on-line visitor's visit intentions. Fourthly, the impact of the festival website satisfaction should be found on visit intentions revealing visiting tourist attractions at site. The self-administerd on-line survey was undertaken against 322 respondents. A total of 322 responses were collected. 300 usable data were used for analysis. Results from this study are following. First, the attributes of festival website service quality were identifed such as design, adquacy of substance in contents, responsiveness to customers, crediability, convenience, and system capability. Second, a high level of visitor satisfaction was found in the high level of festival website service quality. Third, the author found a linkage of festival website service quality to on-line visitor's visit intentions. Fourth, the impact of the festival website satisfaction was found on visit intentions revealing visiting tourist attractions at site. Fifth, on-line festival satisfaction mediated between website service quality & visit intention to the site Therefore, this study could provide a new approach to potential tourism consumers, focusing on festival website, which is the interface between tourist destinations and consumers. This is able to provide implications for the development and operation strategy of future festivals in preparation for COVID-19, and consequentially is to provide suggestions on how to promote tourist attractions linking to the website.

Key Words : On-line (온라인), Untact (언택트), Festival (축제), Website (웹사이트), Tourism Consumers(관광객), Satisfaction (만족), Quality of Service (서비스 품질), Visit Intention(방문의도)