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dc.contributor.author송유진-
dc.date.accessioned2024-04-25T02:24:41Z-
dc.date.available2024-04-25T02:24:41Z-
dc.date.issued2023-05-
dc.identifier.citation이벤트컨벤션연구, v. 19, NO 2, Page. 199-223en_US
dc.identifier.issn1738-7981en_US
dc.identifier.urihttps://information.hanyang.ac.kr/#/eds/detail?an=edskis.4026002&dbId=edskisen_US
dc.identifier.urihttps://repository.hanyang.ac.kr/handle/20.500.11754/190012-
dc.description.abstractPurpose–To empirically examine the effect of the festival's experience factors(4Es) on satisfaction, brand attitude, and willing to pay(WTP), we collected data from visitors who had visited the 2022 Goyang Autumn Flower Festival and examined practical implications of the industry to strengthen the festival brand and develop experiences to maximize profits. Design, data, and methodology - A set of hypotheses were drawn; whether each 4Es of the festival affect satisfaction and brand attitude, whether these mediates between 4Es and WTP. In order to test the hypotheses, a survey of 142 usable responses from visitor to the festival, were gathered and used for data analysis with Process Macro. Result–All experience factors(4Es) in the festival were found to have a positive effect on satisfaction and brand attitude. Satisfaction showed a positive mediating effect on WTP, but the mediating effect of brand attitude was not statistically significant. Conclusions–As the experiences are applied to the festival, the satisfaction of visitors will increases which will increase profits. And brand attitudes increase, loyalty and revisit rates increase. The economic effect of these festivals increases the economic independence of the festival and becomes a virtuous cycle through the development of high-quality festivals.en_US
dc.languagekoen_US
dc.publisher한국이벤트컨벤션학회en_US
dc.relation.ispartofseriesv. 19, NO 2;199-223-
dc.subject체험경제en_US
dc.subjectExperience economyen_US
dc.subject지역축제en_US
dc.subjectlocal festivaen_US
dc.subject만족도en_US
dc.subjectsatisfactionen_US
dc.subject브랜드태도en_US
dc.subjectbrand attituden_US
dc.subject가격지불의향en_US
dc.subjectwilling to paen_US
dc.title지역축제의 체험요소(4Es)가 만족도와 브랜드태도, 가격지불의향에 미치는 영향 : 고양가을꽃축제를 중심으로en_US
dc.title.alternativeThe Effect of Experience Factors(4Es) of the local festivals on visitors’ satisfaction, brand attitude and willing to pay for experiences : Focused on the Goyang Autumn flower festivalen_US
dc.typeArticleen_US
dc.relation.no2-
dc.relation.volume19-
dc.identifier.doi10.31927/asec.19.2.10en_US
dc.relation.page199-223-
dc.relation.journal이벤트컨벤션연구-
dc.contributor.googleauthor양유정-
dc.contributor.googleauthor송유진-
dc.relation.code2023029691-
dc.sector.campusE-
dc.sector.daehakCOLLEGE OF BUSINESS AND ECONOMICS[E]-
dc.sector.departmentSCHOOL OF BUSINESS ADMINISTRATION-
dc.identifier.pidsongeugene-
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COLLEGE OF BUSINESS AND ECONOMICS[E](경상대학) > BUSINESS ADMINISTRATION(경영학부) > Articles
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