관광목적지 브랜드개성이 관광목적지 애착과 충성도에 미치는 영향
The Effects of Destination Brand Personality on Destination Attachment and Destination Loyalty
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본 연구에서는 관광목적지로서 경주를 방문했던 외국인 관광객을 대상으로 첫째, 관광목적지 브랜드개성의 구성요인인 성실함, 생기발랄, 유능함, 세련됨, 강인함이 관광목적지 애착에, 둘째, 관광목적지 애착이 충성도에 미치는 영향을 조사하였다. 실증분석을 통해 본 연구에서 제시한 가설들을 검증한 결과는 다음과 같다. 첫째, 경주 방문 외국인 관광객들이 지각하는 관광목적지 경주의 브랜드개성 구성요인 중 세련됨, 성실함, 강인함이 관광목적지 애착에 정(+)의 영향을, 둘째, 관광목적지 애착은 관광목적지 충성도에 정(+)의 영향을 미친 것으로 나타났다. 이러한 분석 결과가 시사하는 점은, 관광목적지로서의 경주는 외국인 관광객 입장에서 도시 외관미가 매혹적이고, 서비스 종사원의 태도가 성실하며, 지역주민들은 순수하고, 지역의 스토리텔링이 강한 인상을 남기는 것으로 나타났다. 경주시는 외국인 유치 관광정책에 있어, 도시 외관미를 현재와 같이 고도보존 방식을 유지하고, 외국인 관광객 접촉 종사원의 서비스품질을 제고하며, 지역주민으로부터 많은 협조를 이끌어 내고, 스토리텔링을 강화하여 외국인 관광객의 마음을 사로잡을 필요가 있다. 동시에 외국인 관광객의 애착을 이끌어낼 수 있는 다양한 방법을 개발하여 외국인 관광객에게 경주가 매력적인 도시가 될 수 있도록 노력하여야 할 것이다.
Abstract
This study identified how foreign tourist? perceived Gyeongju personality affected their perceived attachment of Gyeongju as tourist destination and how their perceived attachment of Gyeongju affected their perceived loyalty of Gyeongju. The research findings were as follows. Firstly, sophistication, sincerity and ruggedness of Gyeongju personality affected their perceived attachment of Gyeongju. This research findings implies that exterior of Gyeongju, polite services of employees and real hospitality of residents are important factors of attracting foreign tourists. Secondly, their perceived attachment of Gyeongju affected their perceived loyalty of Gyeongju. Based on these findings, tourism marketer of Gyeongju should keep or strengthen sophistication, sincerity and ruggedness of destination personality. Also tourism marketer of Gyeongju-si should introduce or strengthen factors that increase foreign tourist? attachment, in addition to destination personality. These factors can be experiences. Although excitement and competence of Gyeongjui personality did not influence foreign tourist? perceived attachment, this city should pay attention to these dimensions of destination personality.
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