A Study on the Effects of Local Festival Service Quality on Perceived Value, Visitors' Satisfaction and Behavioral Intention - Case of Visitors to Yongsugol Opium Poppy Festival -

This study investigates the impact of service quality at local festivals on visitors' perceived value, satisfaction, and behavioral intentions, providing valuable insights for festival organizers and laying the groundwork for activation. The study was conducted targeting the Yongsoo Valley Rosebay Festival held in May 2020, with a sample size of 386 valid respondents selected, excluding erroneous data. Subsequently, SPSS 21.0 was used for empirical analysis. The analysis of the relationship between festival service quality and perceived value revealed that tangibility, reliability, and empathy significantly (+) influenced emotional value, while assurance and responsiveness had a significant (-) impact. Functional value also saw tangibility, reliability, and empathy significantly (+) affecting it, whereas assurance and responsiveness did not. Furthermore, perceived value had a significant (+) positive impact on both satisfaction and behavioral intentions. Lastly, satisfaction was found to significantly (+) influence behavioral intentions. These findings provide valuable information for festival organizers by examining the impact of festival service quality on visitors' perceived value, satisfaction, and behavioral intentions. They underscore the importance of managing festival quality and forming a positive image from the visitors' perspective, emphasizing the need for festival planning and evaluation from the local residents' standpoint.