潍坊国际风筝会的吸引力因素、满意度与忠诚度关系研究

节庆活动作为一个民族或一个区域的集体文化记忆的符号和载体，其服务质量的高低决定了节庆是否能够延续和发展、是否能够吸引游客更广泛的参与。为了准确预测节庆服务质量与参游动机、满意度和忠诚度的关系，文章结合Ko和Pastore服务质量模型的相关理论和B2C关系质量的相关内容，构建出与节庆服务质量相关的结构模型。然后运用SpssStatistics17．0对调查数据展开相关分析，并运用服务差错的顾客归因理论绘制出与节会服务质量四个维度相关的鱼骨图，探究提升节庆活动服务质量的改进方向和提升路径。

A Research about the Relations among Attraction,Satisfaction and Loyalty on the International Festival of Weifang Kite

As a nation or a region of the collective cultural memory symbols and carrier, the service quality of the festival activities determines its sustainable development and extensive participation. In order to accurately predict the relationship among the service quality, the visiting motivation, satisfaction and loyalty, the study combines the service quality model of Ko and Pastore with the quality of B2C contents, then constructs the structure model of festivals service quality. Followed by we use SPSS Statistics 17.0 to analyses the correlation of these survey dates： Lastly we map out the fishbone diagram about the festivals service quality for four dimensions based on the analysis results and the error of the customer service attribution theory to explore the improving paths of festival service quality.