Roles of motivation and activity factors in predicting satisfaction: exploring the korean cultural festival market

• Kakyon Kim ^[1] ; Jonggab Sun ^[2] ; Edward Mahoney ^[3]
  1. [1] Johnson & Wales University

     Johnson & Wales University

     City of Providence, Estados Unidos

     
  2. [2] Kyungnam University

     Kyungnam University

     Corea del Sur

     
  3. [3] Michigan State University

     Michigan State University

     City of East Lansing, Estados Unidos

     

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• Localización: Tourism analysis, ISSN 1083-5423, Vol. 13, Nº. 4, 2008, págs. 413-425
• Idioma: inglés
• Texto completo no disponible (Saber más ...)
• Resumen

  • This study aims at identifying various motivation and activity factors of persons attending a national cultural festival in Korea and assessing the roles of motivation and activity factors in predicting satisfaction with the festival. Analyzing 335 responses obtained from a systematic random sampling method, this research identified eight motivation and five activity factors. The structural analysis reveals that motivations of festival attendees have a very strong and positive direct effect on the importance of various festival activities, but not a direct effect on satisfaction. The importance of festival-related activities has a strong and positive direct effect on satisfaction. These findings have implications for planning, positioning, and promoting their festivals and special events.