축제서비스스케이프에 대한 이미지가 방문자의 행동의도에 미치는 영향

The purpose of this article is to test the impact of servicescape image on the behavioral intention of visitors in festival setting. The framework of a cognitive-affective destination image serves as the model for the study. The sample was collected at the Chungdo Bull Fighting Festival. The key findings of this article are as fallows. (1) The visitors` cognitive image on the festival servicescape directly affects the behabioral intention. (2) The cognitive image of the servicescape has an impact on the affective image of the festival such as pleasure and arousal. (3) The affective image of the festival has an impact on the behavioral intentions of the festival visitors. (4) The arousal of the affective image influences to pleasure.