A Study on the Relationships Between Festival Service Quality, Satisfaction, and Behavioral Intention Among Foreign Tourists at the UNESCO Gangneung Danoje Festival
강릉단오제 방문 외국인 관광객의 서비스 품질 속성, 만족도, 구전의도 간의 관계에 관한 연구
- 주제(키워드) 도움말 Gangneung Danoje Festival , festival service quality , visitor satisfaction , revisit intention , recommendation intention , UNESCO Intangible Cultural Heritage , international tourists
- 발행기관 강원대학교 일반대학원
- 지도교수 도움말 강상국
- 발행년도 2026
- 학위수여년월 2026. 6
- 학위명 석사
- 학과 및 전공 도움말 일반대학원 관광학과
- 세부분야 해당없음
- 실제URI http://www.dcollection.net/handler/kangnung/000000012517
- UCI I804:42001-000000012517
- 본문언어 영어
초록/요약 도움말
The Gangneung Danoje Festival, inscribed on the UNESCO Representative List of the Intangible Cultural Heritage of Humanity in 2005, is one of Korea’s representative traditional festivals. Although the number of international visitors has steadily increased, empirical research focusing on their experiences remains limited. This study examines the relationships among festival service quality, visitor satisfaction, and behavioral intentions of international tourists attending the Gangneung Danoje Festival. A structured questionnaire was administered during the 2025 festival, and 93 valid responses were analyzed. Festival service quality was measured using five dimensions: Accessibility, Festival Operation Quality, Physical Environment Quality, Festival Program Quality, and Safety ＆ Management Quality. Reliability analysis, exploratory factor analysis, descriptive statistics, Pearson correlation analysis, multiple regression, and simple regression analyses were conducted. The results showed that Festival Program Quality was the only service quality dimension that significantly affected overall satisfaction, while satisfaction significantly influenced both revisit intention and recommendation intention. In addition, many respondents had limited prior knowledge of the festival and its UNESCO designation, and transportation accessibility received the lowest evaluation among the service quality dimensions. This study extends previous research by examining international visitors rather than domestic audiences and highlights the importance of culturally authentic festival programs in enhancing visitor satisfaction and behavioral intentions. The findings provide practical implications for multilingual communication, transportation accessibility, and international marketing strategies for UNESCO intangible cultural heritage festivals.
more목차 도움말
I. Introduction 10
1.1 Cultural Tourism and Festivals 10
1.2 Research Objectives 12
II. Literature Review 16
2.1 Local festivals 16
2.2 The Gangneung Danoje Festival 18
2.3 Festival Service Quality 19
2.4 Visitor Satisfaction 24
2.5 Behavioral Intentions 25
III. Methodology 27
3.1 Research Design 27
3.2 Research hypotheses 29
3.3 Operational definitions and Questionnaire design 30
3.4 Data Collection 36
3.5 Method 37
IV. Results and Findings 38
4.1 Descriptive analysis 38
4.2 Reliability Analysis 42
4.3 Validity Analysis 45
4.4 Correlation Analysis 46
4.5 Hypothesis Testing: Regression Analyses 47
V. Conclusion 50
5.1 Summary of Research Findings 50
5.2 Implications 52
5.3 Research Limitations 54
5.4 Directions for Future Research 54
5.5 Concluding Statement 55
References 56
Appendix: Survey 61
국문초록 64
