부산국제영화제 관광동기, 만족, 재방문의도에 미치는 영향관계 - U-PIFF 체험객을 중심으로 -

As the role of IT technology in tourism industry becomes increasingly important, the user's behavior for the ubiquitous tourism service should be identified. So in this study, we analyze how the users respond to the ubiquitous tourism service for PIFF(Pusan International Film Festival). We study the interaction among the tourism motives, the satisfaction and the usage intention of the ubiquitous tourism service. Drawing on the data from 195 participants in PIFF who experienced the ubiquitous tourism service, we statistically analyzed these data using factor analysis, reliability analysis and multiple regression analysis. The finding shows that there are 1) the significant relationship between tourism motivations and U-PIFF service factor satisfaction, 2) the partial relationship between tourism motivations and U-PIFF information service factor satisfaction, 3) the significant relationship between satisfactions(U-PIFF service factor satisfaction and U-PIFF information service) and revisit intention. This study presents important implications for ubiquitous tourism service as follows. The first implication is that users are more satisfied with static image as the contents than dynamic image because the function as the-state-of-the-art technology of speed and display is limited. Secondly, the data about tourism as ubiquitous service should be simple and timely updated because ubiquitous tourism service is real time service. Thirdly, event markets are appeared prospective for ubiquitous tourism service because event tourists such like U-PIFF participants are more willing to pay for this service than any other tourists.