베트남관광객의 관광동기가 부산관광지매력속성, 만족도, 재방문의도에 미치는 영향 연구-사후관광지 이미지의 조절효과-
A Study on the effect of Vietnamese Tourists' Tourism Motivation on the Busan Destination Attractiveness, Satisfaction, and Revisit Intention-Moderating Effect of Post-Destination Image-
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초록
While the phenomenon of Vietnamese tourists visiting Busan is remarkable, related research at the academic level can be said to be quite insufficient. Most of the research is related to information search behavior, and it remains at the level of investigating the relationship between satisfaction and revisit intention based on it, so related research is urgent. The purpose of this study is to investigate the relationship between tourists motivation, Busan destination attraction attributes, satisfaction, and revisit intentions for Vietnamese tourists visiting Busan, and to verify whether the post-destination image formed after visiting Busan has a moderating effect between Busan destination attraction attributes and satisfaction. A survey was conducted on Vietnamese who have traveled to Busan from January 2019 to August 2023, through the convenience sampling method. The hypothesis test results are as follows. First, it was found that tourists motivation had a positive effect on the Busan destination attraction attributes, and Busan destination attraction attributes had an effect on satisfaction and revisit intention. In addition, it was found that the post-destination image had a moderating effect between the Busan destination attraction attributes and satisfaction. Finally, implications were presented based on the research results.
Abstract
While the phenomenon of Vietnamese tourists visiting Busan is remarkable, related research at the academic level can be said to be quite insufficient. Most of the research is related to information search behavior, and it remains at the level of investigating the relationship between satisfaction and revisit intention based on it, so related research is urgent. The purpose of this study is to investigate the relationship between tourists motivation, Busan destination attraction attributes, satisfaction, and revisit intentions for Vietnamese tourists visiting Busan, and to verify whether the post-destination image formed after visiting Busan has a moderating effect between Busan destination attraction attributes and satisfaction. A survey was conducted on Vietnamese who have traveled to Busan from January 2019 to August 2023, through the convenience sampling method. The hypothesis test results are as follows. First, it was found that tourists motivation had a positive effect on the Busan destination attraction attributes, and Busan destination attraction attributes had an effect on satisfaction and revisit intention. In addition, it was found that the post-destination image had a moderating effect between the Busan destination attraction attributes and satisfaction. Finally, implications were presented based on the research results.
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