농촌지역 특산물축제 서비스 품질 만족도의 방문객 특성에 따른 비교분석: 2017~2019 영동포도축제를 중심으로

This study conducted a comparative study on visitor satisfaction with the quality of festival services to establish a sustainable mid- to long-term strategy for the Yeongdong Grape Festival held from 2017 to 2019 under the theme of Yeongdong Grapes. First, the analysis of the difference in visitors' satisfaction with the service quality of the Yeongdong Grape Festival shows that overall satisfaction improved from 2017 to 2019, accumulating know-how of festival organizations. Second, it is necessary to incorporate tourism rest programs to male heads of households and senior citizens who have led families to the Yeongdong Grape Festival, and to establish marketing strategies for re-visiting customers and housewives. In addition, a strategy to increase the revisit rate should be prepared by establishing a customer management system centered on the enthusiasts visiting for the purpose of the festival. Third, the longer the festival stays, the lower the satisfaction level, the more interesting the participation program to secure the festival's stay, and the Yeongdong Grape Festival is highly satisfied with the festival's service quality. The implication of this study is that it can provide a basis for improving various programs at the festival site and establishing systematic planning directions and long-term strategies to create a direction for improving the special product festival. However, the limitation of this study is the inability to compare and analyze various samples of visitors to specialties festivals in other rural areas.