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관광목적지 장소애착의 구성요인이 해설 만족, 관여 및 충성도에 미치는 영향에 관한 연구

The Effects of Tourist Destination’s Place Attachment Constructs on Interpretation Satisfaction, Involvement and Loyalty

하동현
한국사진지리학회 (The Association Of Korean Photo-Geographers)|2011.09|경관과 지리 (Landscape and geography)|제21권 제3호|pp. 1-16|DOI 10.35149/jakpg.2011.21.3.001

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참고문헌

키워드

충성도loyalty장소애착관여affective attachment장소정체성place identityinvolvementplace attachment장소종속성감성적 애착해설 만족place dependenceinterpretation satisfaction

초록

본 연구에서는 경주 지역을 방문했던 내국인 관광객을 대상으로 장소애착의 구성요인인 장소종속성, 감성적 애착 및 장소정체성 각각이 그들이 지각하는 문화관광해설 만족, 충성도 및 관여에 미치는 영향과, 관여가 해설 만족 그리고 해설 만족이 충성도에 미치는 영향을 조사하였다. 실증분석을 통해 본 연구에서 제시한 가설들을 검증한 결과는 다음과 같다. 첫째, 내국인 관광객들이 지각하는 장소애착의 구성요인이 그들이 지각하는 해설 만족, 충성도 및 관여에 정(+)의 영향을 미치는 것으로 나타났다. 다만, 구성요인 중의 하나인 장소정체성이 해설 만족과 관여에 영향을 미치지 않은 것으로 나타났다. 둘째, 내국인 관광객들이 지각하는 문화관광해설사에 대한 해설 만족이 그들의 충성도에, 그리고 관여가 해설 만족에 부분적으로 정(+)의 영향을 미치는 것으로 나타났다. 결론적으로 경주의 관광 상품의 충실화는 관광객들의 장소애착을 증가시키며, 이 애착은 관여를 증가시키고, 다시 관여는 그들이 지각하는 문화관광해설사에 대한 해설 만족을 증가시키며, 최종적으로 그들의 경주에 대한 충성도를 증가시킨다. 따라서 경상북도와 경주시는 이러한 인과관계를 잘 이해하여 정책에 반영하여야 할 것이다.

Abstract

This study identified how domestic tourist’s perceived place dependence, affective attachment and place identity respectively affected their perceived interpretation satisfaction, loyalty and involvement. Also, this research article dealt with the effect of involvement on interpretation satisfaction, and the satisfaction on loyalty. The research findings were as follows. Firstly, domestic tourist’s perceived constructs of place attachment affected interpretation satisfaction, loyalty and involvement, except the effect of place identity on interpretation satisfaction and involvement. Secondly, domestic tourist’s perceived involvement partially affected interpretation satisfaction and interpretation satisfaction influenced loyalty. Based on these findings, tourism marketers of Gyeongju should introduce or strengthen tourism resources which lead to increase of domestic travellers’ place attachment that in turn increases their involvement and interpretation satisfaction.

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