Journal of the Korean Data Analysis Society

  • 제15권3B호
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  • Pages.1605-1619
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  • 2013
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  • 1229-2354(pISSN)
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  • 2733-9173(eISSN)
한국자료분석학회 (Korean Data Analysis Society)
권호 표지

지역 전시박람회 서비스 품질이 만족도 및 재방문 의도에 미치는 영향에 관한 연구 -2012 고양 국제 꽃 박람회 중심으로-

A Study on Service Quality Determinants Affecting Satisfaction and Intention of Revisit in Local Exhibitions: Focused on International Horticulture Goyang Korea 2012

  • 김영은 (숙명여자대학교 외식경영학대학원 외식경영학과 외식경영전공) ;
  • 윤혜원 (숙명여자대학교 문화관광학부 외식경영학과)
  • Kim, Young Eun (Department of Hotel & Restaurant Management, Sookmyung Woman's University) ;
  • Youn, Hye Won (Division of Culture & Tourism, Sookmyung Woman's University)
  • 투고 : 2013.05.10
  • 심사 : 2013.06.20
  • 발행 : 2013.06.30
⟨ 이전 논문 다음 논문 ⟩

초록

본 연구는 지역 전시박람회에 대한 서비스 품질 요인을 규명하고, 이를 바탕으로 지역 전시박람회의 전반적인 만족도와 재방문의사에 영향을 미치는 요인을 알아내고자 하였다. 본 연구를 위해 고양시에서 열리는 2012년 제6회 고양시 국제꽃박람회 방문객을 대상으로 지역 전시박람회서비스 품질 요인 및 전반적인 만족도, 재방문의사를 조사하였다. 총 250부의 설문지 중 209부가 회수되었으며, 불성실한 응답 등의 문제로 9부를 제거하여 총 200부의 설문지를 본 연구 분석에 이용하였다. 빈도분석과 함께 지역 전시박람회 서비스 품질 요인을 추출하기 위해 요인분석과 신뢰도, 타당성 분석을 진행하였으며, 전시박람회의 전반적인 만족도와 재방문의사에 미치는 영향력은 다중회귀분석을 통해 분석하였다. 결과적으로 요인분석으로 총 5개의 서비스 품질 요인이 추출되었으며, 총 5가지의 요인은 '전시박람회 상품성', '전시박람회 서비스', '전시박람회 내용성', '전시박람회 공간구성' 그리고 '전시박람회 접근성'으로 명명되었다. 추출된 5가지 요인을 회귀분석을 통해 지역 전시박람회의 전반적인 만족도와 재방문의도에 어떠한 영향을 미치는지 검증하였다. 그 결과 전시박람회 서비스 품질의 5요인 중 '전시박람회 상품성'과 '전시박람회 공간구성'이 지역 전시박람회의 전반적인 만족도와 재방문의도에 긍정적인 영향을 주는 것으로 나타났다. 또한, 지역 전시박람회의 전반적인 만족도는 재방문의도에 긍정적인 영향을 미치고 있는 것으로 나타났다.

The purpose of this paper was to identify the factors influencing the satisfaction and intention of revisit for visitors to the 2012 international horticulture exhibition in Goyang, Korea. Based on previous studies in the areas of service quality, local events and exhibitions, and visitor satisfaction, a questionnaire was developed and visitors were asked to participate in the study upon their exit from the exhibition. In total, 200 useable questionnaires were used in this study. The data was analysed using frequency analysis, reliability, factor analysis and multiple recession analysis. The findings of this study are threefold. First, there are five main determinants that measured the local exhibition's service quality. These factors are 'marketability,' 'service,' 'content,' 'space organization,' and 'accessibility'. Second, the results indicate that the local exhibition's overall satisfaction and intention to revisit are partially affected by the service quality determinants, which are 'space organization' and 'marketability'. Finally, the local exhibition's overall satisfaction has a positive influence on the visitors' intention to revisit.

키워드

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