A Study on the Relationship among Physical Environment of Festivals, Perceived Value, Participation Satisfaction, and Festival Image

Authors

  • Yong-Soo Cheon Department of Hotelmanagement College of Economics & Business Administration Cheongju University

Abstract

This study was conducted by the researcher from April 4th to May 29th, 2016 on the participants of Chuncheon International Mime Festival, Yangpyeong Strawberry Festival, Yeouido Cherry Blossom Festival, and Icheon Ceramics Festival in Korea. A total of 200 copies of surveys were distributed and of them, 180 copies were used for the final analysis. This study aims verify a number of questions including how the physical environment of a festival influences the perceived value and participation satisfaction, what effects does the perceived value have on participation satisfaction and festival image, and how the participation satisfaction affects the festival image. Thus, physical environment is composed of five factors including design/atmosphere, convenience, information availability, festival program, and accessibility. Whereas perceived value, participation satisfaction, and festival image are all constructed as single dimensions. According to the analysis, first, the design/atmosphere and accessibility factors within the physical environment of a festival do have statistically significant effects on the perceived value and participation satisfaction, while factors of convenience, information availability, and festival program do not exert statistically significant influences. Second, perceived value does have statistically significant effects on participation satisfaction and festival image. Third, participation satisfaction also has statistically significant impacts on festival image.

Keywords: Physical environment, perceived value, participation satisfaction, festival image

JEL Classification: Z32

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Author Biography

Yong-Soo Cheon, Department of Hotelmanagement College of Economics & Business Administration Cheongju University

I received M.S. degree in Tourism management from the Pukyong National University and Ph.D in Tourism Business from DongA University, Korea. And I finished 2nd M.S. degree course in Psychology from Chungnam National University, Korea (clinical psychology). After working at Lotte Hotel in Seoul for 15 years and in Busan for 15 years(30years and 7 months in total), now I am currently a professor of Chengju University in South Korea, also I was adjunct professor at Busan University of Foreign Studies, Silla University during in office at Busan Lotte Hotel. I am a member of board of directors of Korea hotel Resort Association, Korea Academic Society of Tourism Management, and TINA. My research areas Hotel Management and restaurant management. I am an editorial board of The Korea Academic Society of Tourism and Leisure(past), Korea Convention Society. In addition, I am a question designer of National qualification exam in Human Resources Development Service of Korea and an agent for Evaluation of Hotel rating bureau.

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Published

2016-08-05

How to Cite

Cheon, Y.-S. (2016). A Study on the Relationship among Physical Environment of Festivals, Perceived Value, Participation Satisfaction, and Festival Image. International Review of Management and Marketing, 6(5S), 281–287. Retrieved from https://econjournals.com/index.php/irmm/article/view/2708