인문학
사회과학
자연과학
공학
의약학
농수해양학
예술체육학
복합학
DBpia AI
AI 에이전트
AI 아이디어
AI 리더
AI 뷰어
Citeasy
크롬 서지관리 다운로드
지원사업
학술연구/단체지원/교육 등 연구자 활동을 지속하도록 DBpia가 지원하고 있어요.
커뮤니티
연구자들이 자신의 연구와 전문성을 널리 알리고, 새로운 협력의 기회를 만들 수 있는 네트워킹 공간이에요.
논문 기본 정보
- 저자정보
피인용 0
초록·키워드
Regional liquor resources and festival experiences have emerged as vital tourism resources shaping destination image and tourists' behavioral intentions. Grounded in the structural framework of visitor evaluation, this study empirically examines the multi-stage relationships among festival image (emotional and cognitive image), perceived value (monetary and emotional value), place attachment, and destination loyalty as perceived by the MZ generation visiting a regional liquor festival. A field survey was conducted at a 2024 liquor festival in Jeju, South Korea, targeting adult visitors from the MZ generation born between 1981 and 2005. Of the 380 responses colleced, 315 valid responses were analyzed using SPSS 26.0 with exploratory factor analysis, correlation analysis, and regression modeling. The empirical findings reveal that both emotional and cognitive festival images exert significant positive impacts on monetary and emotional value. Notably, cognitive image showed a stronger influence on monetary value than emotional image. Regarding post-experience outcomes, both monetary and emotional value significantly enhanced place attachment. However, when predicting destination loyalty, only emotional value demonstrated a statistically significant positive effect, whereas monetary value had no significant direct impact. Furthermore, place attachment exerted a powerful positive effect on destination loyalty, acting as the strongest single determinant in the model. These results underscore that psychological resonance, affective satisfaction, and place-based emotional attachment play pivotal roles in fostering long-term visitor loyalty. Consequently, practitioners and managers of local liquor festivals should move beyond simple tasting and sales operations to design immersive experiential content that highlights regional heritage, authentic cultural storytelling, and deep emotional resonance. Strategic efforts must also focus on relational management initiatives that convert temporary visitor attachment into enduring relationships to encourage repeat visits and positive word-of-mouth.
본문·목차
인공지능 문자 인식 모델을 통해 추출된 텍스트로, 일부 오타나 오류가 포함될 수 있으나 지속적으로 개선 중입니다.
오류를 발견하셨다면 해당 부분을 드래그한 후 ' 를 통해 신고해주세요.
오류를 발견하셨다면 해당 부분을 드래그한 후 ' 를 통해 신고해주세요.
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