외래관광객의 체험이 기억, 환기, 서비스품질, 및 체험만족에 미치는 영향
The Effects of Foreign Tourist Experiences on Memory, Arousal, Service Quality and Experiential Satisfaction
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본 연구에서는 경주 지역을 방문했던 외국인 관광객을 대상으로 관광체험을 구성하고 있는 교육 체험, 미적 체험, 엔터테인먼트 체험, 및 현실도피적 체험이 관광객들의 기억, 환기, 서비스품질, 및 체험만족에 미치는 영향, 그들의 기억이 환기에 미치는 영향, 그들의 환기가 서비스품질과 체험만족에 미치는 영향, 그리고 그들이 지각하는 서비스품질이 체험만족에 미치는 영향을 분석하고자 하였다. 실증분석을 통해 본 연구에서 제시한 가설들을 검증한 결과는 다음과 같다. 첫째, 외국인 관광객들의 관광체험은 그들의 기억, 환기, 서비스품질, 및 체험만족에 정(+)의 영향을 미치는 것으로 나타났다. 둘째, 외국인 관광객들의 ‘기억-환기’, ‘환기-체험만족’, ‘서비스품질-체험만족’ 및 ‘환기-서비스품질’ 관계는 부(-)의 인과관계를 가지는 것으로 나타났다. 따라서 경주의 관광상품은 교육 체험, 미적 체험, 엔터테인먼트 체험, 및 현실도피적 체험을 갖추거나 강화하도록 하여야 할 것이다.
Abstract
This study identified how foreign tourist’s educational experience, esthetics experience, entertainment experience, and escapism experience affected their memory, arousal, perceived service quality, experiential satisfaction and how their memory influenced their arousal and how their arousal was related to their perceived service quality and experiential satisfaction and how their perceived service quality was acted as an antecedent of their experiential satisfaction in Gyeongju as tourist destinations. The research findings were as follows. Firstly,foreign tourist’s education, esthetics, entertainment, and escapism experiences affected their memories, arousals,perceived service qualities, and experiential satisfactions. Secondly, the relationships of 'memories-arousals','arousals-experiential satisfaction', 'perceived service quality-experiential satisfaction' and 'arousals-perceived service quality' had negative causal relationships. Based on these findings, tourism marketers of Gyeongju should introduce or strengthen experience economy to the sector of tourism.
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