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The purpose of this study is to compare image preferences of the 2004 Gwangju Biennale and 2004 Busan Biennale using a correspondence analysis. This study also examines any significant differences in image factors with respect to overall satisfaction and revisit intention using a multiple regression...

The purpose of this study is to compare image preferences of the 2004 Gwangju Biennale and 2004 Busan Biennale using a correspondence analysis. This study also examines any significant differences in image factors with respect to overall satisfaction and revisit intention using a multiple regression. For this end, image items were factor analyzed using the principal component method and varimax rotation procedure in order to delineate underlying dimensions of image associated with the 2004 Gwangju Biennale and 2004 Busan Biennale, respectively. The results of the factor analysis show that 28 image items were classified as six dimensions for the 2004 Gwangju Biennale and seven dimensions for the 2004 Busan Biennale. The results of the multiple regression analysis indicate that three of all image factors (e.g., education, operation, entertainment) were statistically significant with overall satisfaction and revisit intension. The results of the correspondence analysis also indicate that some image factors were related to demographic variables.

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