축제 인적서비스가 방문객 태도 및 행동의도에 미치는 영향: 축제 자원봉사자를 중심으로

초록

Recently, the number of people who want to use their spare time through the participation of regional festival is increasing. Each region wants to secure festival competitiveness by intensively investing in the physical environment to attract increasing tourists. However, the competitiveness using the physical environment has reached its limit, and at the present time, the competitiveness using the human environment of the festival should be secured. Therefore, the purpose of this study is to examine the relationship between human service of festival, visitor’s attitude, and behavioral intention. To conduct the research, a survey was conducted for visitors to the YEONGWOL DONG-GANG Raft Festival in 2018, and 259 copies of valid samples were used for analysis. As a result, responsiveness, which is a human service factor, had a significant positive effect on the emotional and cognitive attitudes of visitors, but empathy had a positve effect on only the emotional attitude. The cognitive attitude of visitor attitude had a positive influence on the return visitor and thr word of mouth, but the emotional attitude did not have a significant effect on the behavioral intention. Based on the results of the analysis, we tried to suggest a human service management plan by volunteers in the local festival.

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