문화관광축제 서비스품질과 가치가 관광객만족 및 행동의도에 미치는 영향

This study aims to comprehend the influence that service quality and service value in Festival give to tourist satisfaction, to identify influence of tourist satisfaction on willingness of revisit and recommendation, and to give useful suggestion to Festival’s effective development and management. The results of the verification are as follows: First, hypothesis 1 that service quality of Festival have positive influence on tourist satisfaction was accepted. Second, hypothesis 2 that service value of Festival have positive influence on tourist satisfaction was accepted. Third, hypothesis 3 that tourist satisfaction have positive influence on willingness to revisit was accepted. Forth, hypothesis 4 that tourist satisfaction have positive influence on willingness to recommend was accepted. The result of this study presents that festival should provide tourists with high quality and values of service, and tourist satisfaction have positive influence on willingness for revisit and recommendation.