A Structural Analysis of the Impact of Service Quality on Visitor Satisfaction, Behavioral Intentions, and the Perceived Image of the Host City in Urban Festivals

Abstract

This study empirically analyzes the impact of service quality in urban nighttime exhibition festivals on participants’ overall satisfaction and subsequent responses. A survey was conducted with 334 attendees of the Seoul Lantern Festival, and the questionnaire was developed based on previous studies and validated through expert review. Reliability analysis showed that all constructs had Cronbach’s α values above .70 (e.g., program quality α = .842), and convergent validity was confirmed with AVE ≥ .50 and CR ≥ .70 (e.g., program quality AVE = .684, CR = .881). Structural equation modeling indicated acceptable model fit (χ²/df = 2.295, CFI = .959, RMSEA = .062). Hypothesis testing revealed that program and exhibition environment quality significantly influenced overall satisfaction, which in turn positively affected behavioral intention and city image. This study contributes to theoretical systematization and provides practical strategies for festival management and urban cultural policy. Furthermore, it highlights the potential of urban nighttime festivals as strategic cultural assets that can promote urban cultural tourism, attract visitors, and revitalize the local economy.