In this research, the Mongolia Naadam Festival emotional response of the service scape, to investigate the impact of loyalty, and his significance to promote the management, conduct research is to leave. First, local festivals service scape, emotional...
In this research, the Mongolia Naadam Festival emotional response of the service scape, to investigate the impact of loyalty, and his significance to promote the management, conduct research is to leave. First, local festivals service scape, emotional reactions and loyalty based on the level of the problem after reviewing previous research are derived. Based on his detailed analysis and service scape consists of any element is knowing. The research results obtained in actual local festivals throughout the landscape of services to provide the basis for. Naadam Festival service scape and the festival visitors' emotional responses to the loyalty of change in a more positive, the festival would like to help in the success and strategies that are research purposes.
These studies have established specific objectives to achieve the objectives are as follows:
First, this study, based on previous studies by considering the nature of the service scape factors cleanliness, attractiveness, fitness, convenience, separated by informational factors, and each factor affects the emotional response to evaluate.
Second, the standards as the basis of the research model, the local festival service scape cleanliness, attractiveness, fitness, convenience, and informational elements are classified into five kinds. Each of the local festival service scape factors affect how loyalty is investigated.
Third, the service scape felt emotional response in relation to the impact on the loyalty of the aim to determine.
This study Mongolian traditional folk festival during the festival and the general public around Naadam Festival is a feast of the successful operation of the festival and the need for economic strategy and festival participants and the positive impact of positive emotions is to form loyalty. Service scape is experiencing the festival after festival participants representing the emotional reaction to form the major variables affecting, and depending on the result of the judgment of others and positive New Year, and will affect the recommendation is accomplished. Thus, a major factor in service of landscape cleanliness, attractiveness, fitness, convenience and for informational provided.
5 kinds of service scape festival participants had experienced due to a number of factors that form the emotional reaction that I, and not representing any responses formed feelings, the emotional response will affect the loyalty. The purpose of this study, the emotional response of the local festivals and loyal service scape and how it affects you is to watch out. Based on the results of the research services scape Naadam Festival service and loyalty of the emotional responses of the theoretical implications, the right to present the implications was enemies.
This study of local festivals Mongolian Naadam Festival was set to target. An Empirical Study of the required sample wrestling arena Naadam Festival visitors was included in the study. The study period 11-13 July 2012 survey questionnaire was 350 characters sing. Of which 295 valid samples using SPSS 20.0 call frequency analysis, factor analysis and reliability analysis and correlation analysis was conducted to test the hypothesis set, a multiple regression analysis was performed.
The results of the hypothesis through empirical cumulative 6 of 11 support the hypothesis and the remaining five were rejected. Specifically, the results of hypothesis testing are as follows.
First, the service landscape will affect the emotional response in one attractive hypothesis and fitness to influence the emotional response appeared, cleanliness and convenience, and the information characteristics affect emotional response hypothesis by being dismissed all of the Naadam Festival service scape cleanliness and ease of service, and information from the sensing characteristics of festival participants not significantly affect emotional responses can be seen.
Second, the service scape will affect the loyalty hypothesis in two attractive and fitness and ease loyalty was found to affect, loyalty, cleanliness and informative this will affect both the hypothesis was rejected.
Third, the emotional reaction that affects the loyalty of the influence hypothesis 3 was analyzed.
Based on above findings can be applied in practice, the right of the fence and the implications are.
First, the local festival service scape attractiveness and suitability of the major factors impact on the emotional response to the large number of known and Fairground manager for the success of the festival and Festival appeal be higher than compliance management requires a continuous one. First, the local festival service scape attractiveness and suitability of the major factors impact on the emotional response to the large number of known and Fairground manager for the success of the festival and Festival appeal be higher than compliance management requires a continuous one. As well as the lack of parking facilities and safe facilities and public transport around Fairground causing a lot of problems, and mood changes Fairground and also that the market.
Second, the local festival service scape will affect the loyalty hypothesis 2, according to results of the verification attractiveness, compatibility, ease impact
was found to be, in other words a child safety protection facilities and festival managers can relax provide basic clean facilities with a seating area, and the bathroom has become a big problem, a big problem with excessive Fairground and the surrounding environment so that sustainable management deems necessary.
Third, the emotional response will affect the loyalty hypothesis was supported by 3 visitors a more positive emotional response that may appear to increase the interest in landscape festival services, emotional reactions due to the loyalty, positive word of mouth, recommendations and others re-intention to make a more rapid increase management is needed.
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