Analysis on Influence of Service Quality on the Visitor Satisfaction and Loyalty toward a Mountainous Local Festival : A Case of Juwangsan Sudalrae Festival

摘要

This study investigates the conceptional structure between festival service quah'ty, visitor's satisfaction, loyalty and festival effects in the Juwangsan Sudalrae mountainous local festival. In order to analyze the structural equation model the paperemployed the LISREL (linear structural relationships) approach, covariance structural equation model. Data of 445 visitors were collected from the Juwangsan Sudalrae festival in 2008. Research findings showed that experience, facility and service are positively related to visitors' satisfaction. In addition, visitors' satisfaction is related to loyalty and festival effects. One of the major research findings is that the festival service most affects visitors' satisfaction. This implies that the host ofmountainous local festival must put great emphasis on organizing hospitality and festival information. This will lead the festival to a great success and ultimately bring positive impacts to the mountainous residents.