해외관광객의 DMZ에 대한 이미지, 태도가 만족도와 재방문 의도에 미치는 영향에 관한 연구 : 공간적 거리 조절 효과를 중심으로
A Study on the Effect of Foreign Tourists’ Image and Attitude toward the DMZ on Satisfaction and Revisit Intention: Focusing on the Moderating Effect of Spatial Distance Control
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The present study examined the relationship between image, attitude, satisfaction, and revisit intention of foreign tourists visiting the DMZ, with a focus on the moderating effect of spatial distance. First, the analysis revealed that tourists' cognitive and affective images toward the DMZ had a positive effect on their attitudes. Among these, affective images were found to have a stronger influence than cognitive images. In addition, tourists' attitudes toward the DMZ had a positive effect on satisfaction and revisit intention, and tourist satisfaction had a positive effect on revisit intention. Second, spatial distance was found to have a moderating effect in the relationships between attitudes and revisit intentions, as well as between satisfaction and revisit intention, with a significant negative effect.
Abstract
The present study examined the relationship between image, attitude, satisfaction, and revisit intention of foreign tourists visiting the DMZ, with a focus on the moderating effect of spatial distance. First, the analysis revealed that tourists' cognitive and affective images toward the DMZ had a positive effect on their attitudes. Among these, affective images were found to have a stronger influence than cognitive images. In addition, tourists' attitudes toward the DMZ had a positive effect on satisfaction and revisit intention, and tourist satisfaction had a positive effect on revisit intention. Second, spatial distance was found to have a moderating effect in the relationships between attitudes and revisit intentions, as well as between satisfaction and revisit intention, with a significant negative effect.