장소이미지, 체험가치, 방문만족이 재방문의도에 미치는 영향 연구
A Study on the Impact of Place Image, Experiential Value, and Visit Satisfaction on Intention to (Re)Visit
0
조회
0
다운로드
62
인용
0
참고문헌
키워드
초록
본 연구는 선행의 연구문헌에 근거하여 5개의 잠재변인{장소이미지, 방문 체험가치(기능적 가치, 감정적 가치), 방문만족, 재방문의도}에 대한 구성개념의 속성을 재검토하였고 연구의 논제와 관련하여 기존의 개념적, 실증적 연구에 의해 연구된 이들 구성개념 간 인과관계의 연구모델과 가설을 제시하였다. 검증결과 측정모델과 구조방정식 모형의 적합도 지수는 기준지수를 상회하는 것으로 나타나 전체적으로 본 연구의 연구모형은 적합한 것으로 나타났고 검증결과는 다음과 같다. 첫째, 공분산구조분석 결과 방문 체험가치는 장소이미지, 방문만족 요인과 재방문의도에 유의한 영향을 미치는 것으로 나타났으며, 장소이미지, 방문 체험가치(기능적, 감정적 체험가치), 방문만족, 재방문의도 간의 인과관계에 있어서는 기능적 체험가치와 재방문의도 간의 직접적 관계를 제외하고 모두 유의한 영향을 주는 것으로 나타났다. 둘째, 장소이미지는 방문 체험가치에 영향을 주고 장소이미지는 방문 체험가치를 매개로 하여 방문만족과 재방문의도에 유의한 영향을 주는 것으로 나타났다. 셋째, 방문 체험가치와 방문만족, 재방문의도에 있어서는 감정적 체험가치보다는 기능적 체험가치 요인이 방문만족에 더 많은 영향을 주고 있으며, 감정적 가치는 재방문의도에 직접적 영향을 주는 것으로 나타났으나 기능적 체험가치의 경우, 반드시 방문만족을 통해서 재방문의도에 영향을 주고 있는 것으로 나타났다.
Abstract
This study through empirical investigation is to review the attributes of constructs of latent variables(place image, experiential value(functional, affectional experiential value), visit satisfaction, and intention to revisit) in the existing literatures. This study described the research model of the causal relationship among those constructs by previous conceptual and empirical research on this topic. A self-reported questionnaire was developed to test relationship among the three main theoretical concept: customer-based brand equity, place marketing, experiential marketing. Respondents were asked to indicate their levels of agreement with a five-point Likert-type scale, where 1=extremely disagree and 5=extremely agree. In total, 250 questionnaires were distributed to inhabitants of the capital region(Seoul, Gyeonggi Do) have a visit experience on Chuncheon, in the Kangwon, 244 valid questionnaires were uses in this study; the questions were modifications or complements of the ones in the previous studies. Reliability and validity analysis for each variables was conducted prior to the tests of hypotheses, using SPSSWIN 10.0. Both SPSSWIN 10.0 and Amos 4.0 were used to verify of hypotheses about the intermediate effects of place image(functional, affectional image), experiential value to intention to (re)visit). Statistical methods such as descriptive statistics, factor analysis and Structural Equation Modeling were used to analyze the data. The measurement model and the structural equation model had good evaluation results in over all model fit because the results of indices were beyond the recommendation level. However the chi-square value is strongly affected by a sample size, If a sample size is large, the chi-square value is often significant. Instead of chi-square value, ratio and other fit indices may be more representative. And all of 7 hypotheses of the model set in this study was supported. The results and contents of this study are summarized as follows: First, An analysis of covariance structure showed that the experiential value can importantly contribute to the relationship among place image and visit satisfaction intention to revisit. And the casual relationship among place image, experiential value, visit satisfaction, and intention to revisit) is significantly related. Second, The place image affects experiential value, and the place image is significantly related through mediate effect of experiential value. Third, In the relationship of experiential value(functional, affectional experiential value), visit satisfaction, and intention to revisit, it is showed that functional experiential value is stronger effects than affectional experiential to visit satisfaction. It is showed that Affectional experiential value directly affects visit satisfaction and intention to revisit but functional experiential value affects intention to revisit through mediate effect of visit satisfaction. In conclusion, the implications of this study showed that the possibility of creating, improving, enhancing experiential value and place image(functional, affectional image) for visit satisfaction can be positively used as a successful means of regional development. In the regard, a study connecting place marketing further discussing the relationship among experiential value, and visit satisfaction by developing a model, would be beneficial to place marketing practitioners. Afterwards, The results of this study expect to be continually applications regarding to the related fields.
참고문헌 (35)
- 고동우, "관광의 심리적 체험과 만족감과의 관계", 박사, pp.1998
- 김계수, "Amos16.0 구조방정식 모형" (2008), 한나래
- 김병욱, "관광지 이미지의 형성에 관한 연구-인지적, 정서적 이미지를 중심으로", 관광학연구, 25(1), pp.271~291 (2001), 한국관광학회
- 김태선, "장소 마케팅 전략에 관한 연구", 석사, pp.1998
- 박석희, "觀光地의 情緖的 이미지 尺度 開發 :純情緖的 이미지와 準情緖的 이미지", 관광학연구, 25(4), pp.13~32 (2002), 한국관광학회
- 박창규, "관광자 만족결정 경로와 요인에 관한 연구", 박사, pp.1997
- 손삼호, "관광목적지로서 지방자치단체의 브랜드자산에 관한 연구", 박사, pp.2005
- 엄서호, "관광지 이미지 측정에 관한 연구", 관광학연구, 21(5), pp.53~65 (1998), 한국관광학회
- 오영준, "관광목적지 선택에 대한 관광이미지의 효과에 대한 연구", 박사, pp.2005
- 유우익, "지방화 시대 농어촌 지역개발의 새로운 방향과 과제", 지리학 논총, (26) (1995), 서울대학교 지리학과
- 윤동구, "관광객만족 구조모형의 개발에 관한 연구", 박사, pp.2000
- 이학식, "구조방정식모형과 Amos17.0" (2008), 법문사
- 전원배, "관광자의 관광지 요인, 만족이 재방문에 미치는 영향", Tourism Research, 18, pp.23~39 (2004)
- Ashworth, G. J, "Marketing Tourism Places" (1990), Rouledge
- Ashworth, G. J, "Marketing and Place Promotion, in Place Promotion, the Use of Publicity and Marketing to Sell Towns and Regions", pp.39~52 (1994), John Wiley & Sons
- Baloglu, S, "Affective Images of Tourism Destination", Journal of Travel Research, 30, pp.11~15 (1997)
- Beerli, A, "Factors Influencing Destination Image", Annals of Tourism Research, 31(3), pp.657~681 (2004)
- Boulding, W, "A Dynamic Process Model of Service Quality: from Expectations to Behavioral Intentions", Journal of Marketing Research, 30(1), pp.7~27 (1993)
- Chon, K, "Tourism Destination Image Modification Process", Marketing Implica- tions, Tourism Management, 12(1), pp.68~72 (1991)
- Crompton, J. L, "Choice Set Propositions in Destination Decisions", Annals of Tourism Research, 20, pp.461~476 (1993)
- Echtner, C. M, "The Meaning and Measurement of Destination Image", The Journal of Tourism Studies, 2(2), pp.2~12 (1991)
- Fakeye, P. C, "Image Differences between Prospective, First-time and Repeat Visitors to the Lover Rio Grande Valley", Journal of Travel Research, 30(2), pp.10~18 (1991)
- Gartner, W. C, "Tourism Image: Attribute Measurement of State Tourism Products Using Multidimensional Scaling Techniques", Journal of Travel Research, 28(2), pp.16~20 (1989)
- Goodall, B, "How Tourists Choose Their Holidays: An Analytical Framework, in Marketing in the Tourism Industry, The Promotion of Destination Regions", pp.1~17 (1988), Routledge
- Gunn, C. A, "Vacationscape: Designing Tourist Regions" (1972), University of Texas Press
- Hu, Y, "Measuring Destination Attractiveness as Contextual Approach", Journal of Travel Research, pp.25~34 (1993)
- Hunt, J. D, "Image as a Factor in Tourism Development", Journal of Travel Research, 13(3), pp.1~7 (1975)
- Kearns, G, "Selling places: The City as Cultural Capital, Past and Present" (1993), Pergarnon Press
- Konecnik. M, "Croatian-based Brand Equity for SLOVEINA as a Tourism Destination", Economic and Business Review, 8(1), pp.100~121 (2007)
- Kotler, P. D, "Marketing Places Europe" (1999), Pearson Education Ltd
- Martina, G. G, "Destination Image towards a Conceptional Framework", Annals of Tourism Research, 29(1), pp.56~78 (2002)
- McGuire, "The Nature of Attitudes and Attitude Change in Handbook of Social Psychology, Lindgey and Aronson" (1963), Addison Wesley Publishing Company, Inc
- Ritchie, J. R. B, "The Branding of Tourism Destinations: Past Achievements and Future Challenges, Marrakech, Morocco", Annual Congress of the International Association of Scientific Experts in Tourism (1998), the International Association of Scientific Experts in Tourism
- Walmsley, D. J, "Evaluative Images and Tourism: The Use of Personal Constructs to Describe the Structure of Destination Image", Journal of Travel Research, 36, pp.65~69 (1998)
- Yuan, Y. H, "Relationships among Experiential Marketing, Experiential Value and Customer Satisfaction", Journal of Hospitality and Tourism Research, 32, pp.387~408 (2008)