This paper studies the relationship between festival service quality,
satisfaction and behavioral intention by benefits sought by visitors. In order
to achieve the purpose of the research a literature review and empirical
study were carried out simultaneously. The data used in this study were
collected from visitors of ‘Boryeong Mud Festival’.
The results gained through empirical analysis are as follows.
First, according to the factor analysis result, the benefit sought by festival
visitors has been identified with four types and divided into three groups by
cluster analysis. Festival service quality has been identified with six
dimensions.
Second, each group had a different perception of service quality.
Third, according to the covariance structure modeling result, the satisfaction of each of group had a positive effect on behavioral intentions.
These results suggest that festival marketers are trying to understand
service qualities by the benefits sought by visitors. Finally, Future studies
should attempt to further distinguish between visitors on the basis of
different benefits sought and establish a theoretical system.