내국인 관광객 만족도 형성지표로서 지역적 속성의 상대적 중요도: 2011~2015년 전국 16개 광역시도 분석
Relative Importance of Regional Characteristics as Formative Indicators of Domestic Tourist Satisfaction : Analyzing the 16 Areas of South Korea for the 2011–2015 Period
0
조회
0
다운로드
1
인용
0
참고문헌
키워드
초록
본고의 목적은 전국 광역시도를 단위로 관광 만족도 속성의 상대적 중요도와 속성별 현황을 분석, 중요성–현황을기준으로 하여 광역시도별로 관광 만족도 구성의 맥락을 파악하는 데에 있다. 이를 위해 부분최소제곱 구조방정식모형으로 16개 광역시도 각각에 대해 총 12개 관광 만족도 속성의 상대적 중요도(가중치)를 분석한다. 국민여행실태조사 2011~2015년 자료를 이용하여 80회 검정을 실시한 결과 대부분의 시도에서 자연경관이 가장 중요한 것으로 나타나는데, 특히 강원, 전북, 제주와 같이 자연환경이 강점으로 작용하는 곳에서 중요도가 매우 높으며, 혼잡도는 서울과부산처럼 일반적으로 붐빌 것으로 예상되는 지역에서 오히려 중요하지 않은 것으로 나타난다. 중요도를 계산한 결과는 뒤이어 중요도가 높지만 성과가 낮은 주요 취약점을 파악하는 중요도–성과 분석에 투입된다. 이와 같은 취약부문은 서울과 인천에서는 자연경관, 부산과 대구에서는 공공적 요인(친절성, 관광정보, 물가), 대전에서는 사업적 요인(혼잡도, 체험프로그램, 음식/식당, 교통), 울산은 숙박, 경남은 음식/식당으로 도출된다. 본고의 결과는 지역에 따라 약점을 보완하거나 또는 강점에 집중하는 접근방법이 바람직하다는 점을 시사하며 나아가 지역별 맞춤식의 관광정책 및계획 개발에 이바지할 것으로 기대된다.
Abstract
The purpose of this study is to analyze at the provincial unit, the relative importance of the attributes of tourist satisfaction and the current level of each attribute, and based on the importance and current level, subsequently to understand the context in which tourist satisfaction is structured. For this purpose, it uses partial least squares structural equation modeling as a way of analyzing the relative importance (weight) of 12 satisfaction attributes for each of the 16 metropolitan cities and provinces. A total of 80 tests of the annual data of the National Tourism Survey for the 2011–2015 period find that natural landscape is consistently the most important in most cities and provinces, but it is particularly so where the natural environment is the primary consideration such as Gangwon, Jeonbuk, and Jeju, whereas crowding is consistently insignificant in areas in which crowding is common, including Seoul and Busan. Analytical outcomes on the relative importance are then used in the importance–performance analysis, which identifies key vulnerabilities, that is, those with high weights and low mean values. The key areas turn out to be natural landscape in Seoul and Incheon, public factors (kindness, tourist information, and price level) in Busan and Daegu, business factors (crowding, participatory programs, food/restaurants, and transportation) in Daejeon, lodging in Ulsan, and food/restaurants in Gyeongnam. These findings imply that which is better between exploiting strengths or mitigating weaknesses is to be determined by considering the regional context and in practice, they may help in designing regionally customized tourism policies and plans.
참고문헌 (32)
- 민동규, "전주한옥마을 방문객의 만족도 요인과 관광지이미지의 역할", 동북아관광연구, 9(2), pp.143~162 (2013), 동북아관광학회
- 이덕순, "관광지 이미지가 방문객 만족도와 행동의도에 미치는 영향- 여수 관광지를 중심으로 -", 관광경영연구, 17(4), pp.225~246 (2013), 관광경영학회
- 이희연, "고급통계분석론: 이론과 실제" (2015), 문우사
- 전영록, "수정-IPA 기법과 관광지 이미지를 활용한 만족도 분석 : 안동시 월영교를 중심으로", 관광연구논총, 28(2), pp.75~99 (2016), 관광연구소
- 한수영, "중국과 러시아 방한 관광객의 관광만족도 선행요인과 한국 이미지 변화 간의 구조적 영향관계", 디지털융복합연구, 12(1), pp.115~125 (2014), 한국디지털정책학회[DOI]
- Abdalla, M. M., "The Antecedents of Word of Mouth Intentions about a Brazilian Tourist Destination", Tourism and Management Studies, 10(1), pp.104~111 (2014)
- Al-Majali, M. M., "International Tourists Satisfaction: Case of Jordan", International Business Research, 5(9), pp.210~216 (2012)
- Azzopardi, E., "A Critical Evaluation of Importance–Performance Analysis", Tourism Management, 35, pp.222~233 (2013)
- Bui, H. T., "Tourist Satisfaction and Destination Image of Vietnam’s Ha Long Bay", Asia Pacific Journal of Tourism Research, 21(7), pp.795~810 (2016)
- Da Graça Batista, M., "Tourist Satisfaction and Loyalty in the Hotel Business: An Application to the Island of São Miguel, Azores", Tourism and Management Studies, 10(1), pp.16~23 (2014)
- Ferreira, H. P., "Identification of Critical Success Factors That Maximise Customers’ Satisfaction: Multivariate Analysis", Tourism and Management Studies, 11(1), pp.164~172 (2015)
- Folgado-Fernández, J. A., "Assessing the Differentiated Contribution of City Resources to City Brand Image", Tourism and Management Studies, 11(1), pp.77~83 (2015)
- Fornell, C., "A National Customer Satisfaction Barometer: The Swedish Experience", Journal of Marketing, 56(1), pp.6~21 (1992)
- Gefen, D., "Editor’s Comments: An Update and Extension to SEM Guidelines for Administrative and Social Science Research", MIS Quarterly, 35(2), pp.A1~A7 (2011)
- Goo, Y. M., "An Investigation of Tourists’ Destination Image, Satisfaction and Destination Loyalty: Batu Ferringghi Beach, Penang", 2nd Tourism and Hospitality International Conference (THIC 2014) (2014)
- Guzman-Parra, V. F., "Exploring the Effects of Cognitive Destination Image Attributes on Tourist Satisfaction and Destination Loyalty: A Case Study of Málaga, Spain", Tourism and Management Studies, 12(1), pp.67~73 (2016)
- Hair, J. F., "A Primer on Partial Least Squares Structural Equation Modeling (PLS-SEM)" (2016), Sage
- Henseler, J., "Common Beliefs and Reality about PLS: Comments on Rönkkö and Evermann (2013)", Organizational Research Methods, 17(2), pp.182~209 (2014)
- Jacob, K. E., "Enhancing Importance–Performance Analysis", International Journal of Productivity and Performance Management, 55(1), pp.40~60 (2006)
- Jin, N., "The Effect of Experience Quality on Perceived Value, Satisfaction, Image and Behavioral Intention of Water Park Patrons: New versus Repeat Visitors", International Journal of Tourism Research, 17(1), pp.82~95 (2015)
- Kim, S.-K., "The Mediating Effect of Destination Image on the Relationship between Spectator Satisfaction and Behavioral Intentions at an International Sporting Event", Asia Pacific Journal of Tourism Research, 21(3), pp.273~292 (2016)
- Martilla, J., "Importance–Performance Analysis", Journal of Marketing, 41(1), pp.77~79 (1977)
- McIntosh, C. N., "Reflections on Partial Least Squares Path Modeling", Organizational Research Methods, 17(2), pp.210~251 (2014)
- Muthén, B., "Complex Sample Data in Structural Equation Modeling", Sociological Methodology, 25, pp.267~316 (1995)
- Oppermann, M., "Tourism Destination Loyalty", Journal of Travel Research, 39(1), pp.78~84 (2000)
- Plehn N., "Expectations of Russian Medical Tourists on German Health Care Services: A Kano Model-Based Analysis", Journal of Tourism and Hospitality, 5, pp.208~ (2016)
- Reinartz, W. J., "An Empirical Comparison of the Efficacy of Covariance-Based and Variance-Based SEM", International Journal of Research in Marketing, 26(4), pp.332~344 (2009)
- Tenenhaus, M., "PLS Methodology to Study Relationships between Hedonic Judgements and Product Characteristics", Food Quality and Preference, 16(4), pp.315~325 (2005)
- Tonge, J., "Importance–Satisfaction Analysis for Marine-Park Hinterlands: A Western Australian Case Study", Tourism Management, 28(3), pp.768~776 (2006)
- Trevethan, R., "Intraclass Correlation Coefficients: Clearing the Air, Extending Some Cautions, and Making Some Requests", Health Services Outcomes and Research Methodology, pp.1~17 (2016), Springer
- Tzeng, G.-H., "Applying Importance–Performance Analysis as a Service Quality Measure in Food Service Industry", Journal of Technology Management and Innovation, 6(3), pp.107~115 (2011)
- Vajargah, K. F., "Application REML Model and Determining Cut Off of ICC by Multi-Level Model Based on Markov Chains Simulation in Health", Indian Journal of Fundamental and Applied Life Sciences, 5(S2), pp.1432~1448 (2015)