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목적지 개성이 이미지, 만족, 애호도에 미치는 영향 연구 및 서울, 부산, 대구, 인천, 울산, 제주의 차이

A　Study on the Effects of Destination Personality on Image, Satisfaction, Loyalty and the Differences among Seoul, Busan, Daegu, Incheon, Ulsan, and Jeju

곽규환|여호근
한국마이스관광학회 (Korea MICE Tourism Society)|2024.05|MICE관광연구 (JOURNAL OF MICE & TOURISM RESEARCH)|제24권 제2호|pp. 187-208

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참고문헌

키워드

SatisfactionPersonality이미지Image만족개성LoyaltyDestination목적지애호도

초록

The objective of this study was to assess correlations among destination personality, image, satisfaction, and loyalty and analyze variances among them. To this end, a questionnaire survey was conducted from April 5 to April 10, 2023, and a total of 950 copies of the questionnaire were used for the final analysis. For the statistical analysis, frequency analysis, factor analysis, correlation analysis, regression analysis, and variance analysis were conducted. As a result, destination personality was composed of sophisticated/competent, exciting, comfortable, and traditional; image and satisfaction each had a single dimension; and loyalty consisted of recommendation intention and revisit intention. The results revealed that destination personality had significant effects on image and satisfaction. Second, image had a significant effect on satisfaction. Lastly, image and satisfaction had significant effects on recommendation intention and revisit intention. There were significant differences among personality, image, satisfaction, and loyalty depending on the destinations.

Abstract

The objective of this study was to assess correlations among destination personality, image, satisfaction, and loyalty and analyze variances among them. To this end, a questionnaire survey was conducted from April 5 to April 10, 2023, and a total of 950 copies of the questionnaire were used for the final analysis. For the statistical analysis, frequency analysis, factor analysis, correlation analysis, regression analysis, and variance analysis were conducted. As a result, destination personality was composed of sophisticated/competent, exciting, comfortable, and traditional; image and satisfaction each had a single dimension; and loyalty consisted of recommendation intention and revisit intention. The results revealed that destination personality had significant effects on image and satisfaction. Second, image had a significant effect on satisfaction. Lastly, image and satisfaction had significant effects on recommendation intention and revisit intention. There were significant differences among personality, image, satisfaction, and loyalty depending on the destinations.

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