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Relations between festival visitors' service quality perception, perceived impact of festival, and revisit intention were examined in this study. Data was collected in Tomato Festival in Hwa-cheon, Gangwon-do. A total of 170 respondents participated in this survey. Second-order confirmatory factor analysis and structural equation modeling were used to test three hypotheses and a conceptual framework. Results of CFA showed that food factor had the strongest influence on festival visitors' service quality perception, while economic factor had the strongest influence on perceived impact of festival. Results of SEM showed that service quality perception positively influenced both perceived impact of festival and revisit intention, and that perceived impact of festival positively influenced revisit intention. These results imply that social exchange theory can be applied to the evaluation of service quality of festival.


Relations between festival visitors' service quality perception, perceived impact of festival, and revisit intention were examined in this study. Data was collected in Tomato Festival in Hwa-cheon, Gangwon-do. A total of 170 respondents participated in this survey. Second-order confirmatory factor analysis and structural equation modeling were used to test three hypotheses and a conceptual framework. Results of CFA showed that food factor had the strongest influence on festival visitors' service quality perception, while economic factor had the strongest influence on perceived impact of festival. Results of SEM showed that service quality perception positively influenced both perceived impact of festival and revisit intention, and that perceived impact of festival positively influenced revisit intention. These results imply that social exchange theory can be applied to the evaluation of service quality of festival.