ABSTRACT

The objective of this study was to investigate satisfaction and revisit intention of Muju Firefly Festival visitors, based on visitors’ evaluation of festival images. The result of this research provided three major findings as belows. 1. The factor of “uniqueness of festival” among emotional image group and the factors of “festival spirit” and “educational impact” among cognitive image group contributed to the levels of visitor satisfaction. 2. The factors of “uniqueness of festival” and “traditionalism of festival” among emotional image group and the factors of “festival spirit” and “educational impact of festival” among cognitive image group influenced the revisit intention of festival visitors. 3. The factor of “uniqueness of festival” among emotional image group and factors of “festival spirit” and “educational impact” among cognitive image group had an impact on the intention of word of mouth.

KEYWORD

Cultural Festival, Festival Image, Satisfaction, Revisit

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