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도자기 축제의 방문만족과 재방문의사의 영향요인에 관한 연구 - 한국과 중국의 도자기 축제 방문객을 대상으로-
A Study on the Antecedent Variables of Visitor Satisfaction and Revisit Intention at a Ceramic Festival -Case of the Ceramic Festival`s Visitors in Korea and China-
김명선 ( Myung Sun Kim )
UCI I410-ECN-0102-2012-690-001690525

Visitor satisfaction has been considered as a tool for increasing festival sustainability in a region. The purpose of this paper was to examine the differences in the antecedent variables of visitor`s satisfaction and revisit intention at the local ceramic festival between Korea and China. The ceramic festival visitors of World Ceramic Biennale in Icheon and World Ceramic Fair in JingDeZhen have been selected as the respondents of this empirical research, and a total of 280 useful responses were collected. Eight factors of Visitor satisfaction-beautility & variety, guide maps, interested, price compatibly, practicality, convenience, prior knowledge, work-related -were reconsidered as a antecedent variables of revisit intention. Through data analysis, some variables were identified as antecedent variables of visitor satisfaction and revisit intention. The result of this study showed that the antecedent variables of visitor`s satisfaction and revisit indention were almost similarly, but there were differences in the antecedent variables of revisit indention between Korea and China visitors.

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