섬 관광지 선택속성이 만족도와 재방문에 미치는 영향 -강화도를 중심으로-
The Effect of Island’s Selection Attribute on Tourist's Satisfaction and Revisiting -Ganghwado as the Main Focus-
0
조회
0
다운로드
29
인용
0
참고문헌
키워드
초록
Ganghwado is a famous place for nature, history, culture, security, ocean, and ecology. However, although the island is abundant with natural resources, it's attractiveness is unknown to most tourists. Because of this, we have made a model to study whether the island’s selection attribute effects the tourist's satisfaction and revisiting of Ganghwado. We classified nature/culture/ecology as resources, shelter/food/celebration/security and traffic/sanitary facilities along with information helper as convenience. In addition residents/usher was labeled as kind type, while ocean view/ocean active figure was classified as the active one. Based on the analysis of each category, the "Cronbach's α value" showed a rate of 0.618～0.794 in internal consistency. The deducted 6 figures and the overall satisfaction of the multi analysis result of the 3figures(nature/culture/ecology, shelter/food/celebration/security and traffic/sanitary facility) showed a (+) effect. However, the 3 figures(traffic/sanitary facility, residents/usher, and view/ocean) did not give satisfying (+) effect. This research showed the rare result that high satisfaction leads to revisiting. A marketing strategy to increase the demand of Ganghwado tourists must focus on the following results. First, continuous natural resource management and development is required. Second, Ganghwado’s traffic system and public health expansion along with solid organization need to be endeavored. Last of all, Ganghwado's sight seeing strategy should be concentrated on the large mudflat brought by the big variance in sea water level.
Abstract
Ganghwado is a famous place for nature, history, culture, security, ocean, and ecology. However, although the island is abundant with natural resources, it's attractiveness is unknown to most tourists. Because of this, we have made a model to study whether the island’s selection attribute effects the tourist's satisfaction and revisiting of Ganghwado. We classified nature/culture/ecology as resources, shelter/food/celebration/security and traffic/sanitary facilities along with information helper as convenience. In addition residents/usher was labeled as kind type, while ocean view/ocean active figure was classified as the active one. Based on the analysis of each category, the "Cronbach's α value" showed a rate of 0.618～0.794 in internal consistency. The deducted 6 figures and the overall satisfaction of the multi analysis result of the 3figures(nature/culture/ecology, shelter/food/celebration/security and traffic/sanitary facility) showed a (+) effect. However, the 3 figures(traffic/sanitary facility, residents/usher, and view/ocean) did not give satisfying (+) effect. This research showed the rare result that high satisfaction leads to revisiting. A marketing strategy to increase the demand of Ganghwado tourists must focus on the following results. First, continuous natural resource management and development is required. Second, Ganghwado’s traffic system and public health expansion along with solid organization need to be endeavored. Last of all, Ganghwado's sight seeing strategy should be concentrated on the large mudflat brought by the big variance in sea water level.
참고문헌 (31)
- 고동우, "선행 관광행동연구의 비판적 고찰", 관광학 연구, 22(1), pp.1~20 (1998), 한국관광학회
- 고호석, "지역문화축제 관광객의 선택속성이 재방문의사에 미치는 영향 : 경주신라문화제를 중심으로", 문화관광연구, 7(1), pp.101~119 (2005), 문화관광학회
- 김계섭, "해수욕장의 관광동기,관광만족 및 재방문 의도 연구", 동아대학교논문집, 30, pp.375~390 (2005)
- 김계섭, "문화관광자원의 매력속성, 자원해설, 관광만족간의 영향관계", 관광연구, 19(1), pp.247~272 (2004), 대한관광경영학회
- 郭魯燁, "觀光地 屬性의 選好度에 관한 연구 : 여름휴가지 선택행동을 중심으로", 박사, pp.1998
- 김영우, "해외여행객의 관광유형이 여행상품구매에 미치는 영향", 호텔경영학연구, pp.564~581 (2004), 호텔경영학회
- 김이향, "방한 중국인의 한류태도, 관광목적지이미지, 관광지선택속성, 만족 및 재방문 의도에 관한 연구", 석사, 관광경영, pp.2006
- 박창규, "주제공원 방문자 만족의 결정경로와 요인", 한국조경학회지, 26(1), pp.213~224 (1998), 한국조경학회
- 손대현, "우리나라 도서관광 개발의 기본전략", 관광레저연구, 18(1), pp.267~283 (2006), (사)한국관광레저학회
- 엄서호, "기대와 지각된 성과가 관광자 만족에 미치는 영향에 관한 연구", 관광학 연구, 22(2), pp.20~45 (1998), 한국관광학회
- 임화순, "관광목적지 매력속성에 따른 중요도-성취도 연구 : 일본 오키나와 중심으로", 관광연구, 21(1), pp.177~190 (2006), 대한관광경영학회
- 이경하, "관광지 속성과 공간마찰력변수가 관광지선택에 미치는 영향", 관광연구, 17(2), pp.1~22 (2002), 대한관광경영학회
- 윤설민, "한국 방문에 영향을 미치는 관광동기와 관광목적지 매력에 관한 연구: 아시아 관광객을 대상으로", 호텔관광연구, 10(3), pp.68~83 (2008), 한국호텔관광학회
- 이학식, "구디자인이 Cronbach's a 계수에 미치는 영향", 마케팅연구, 12(1), pp.209~211 (1997), 한국마케팅학회
- 장윤정, "IPA분석을 이용한 문화관광지 매력성에 관한 연구:전통공연을 중심으로", 관광레저연구, 20(4), pp.103~121 (2008), (사)한국관광레저학회
- 정민채, "역사문화유적지의 교육성·브랜드가치·선택속성이 관광만족 및 행동의도에 미치는 영향", 박사, pp.2009
- 정현주, "제주특별자치도의 지속가능한 미래전략으로서 생태관광의 전망", 한국도시지리학회지, 9(3), pp.57~68 (2006), 한국도시지리학회
- 진병렬, "관광자가치가 관광지선호속성과 선택행동에 미치는 영향에 관한 연구 : 국적별 제주방문관광자를 중심으로", 박사, pp.2002
- 허양진, "제주도 관광정책의 방향과 도선간 협력방안", 아시아 도서간 협력국제 심포지움, pp.86~ (1997), 제주대학교 동아시아 연구소·제주발전연구원
- Goodrich J. N., "Benefit bindle analysis : An Empirical Study of International Traveler", Journal of Travel Research, 16, pp.1~3 (1977)
- Haahti, A. J., "Finland's Competitive Position as a Destination", Annals of Tourism Research, 13, pp.11~35 (1986)
- Jack F. Williams, "섬 경제의 가치 제고: 제주에 대한 시사점", 한국도시지리학회지, 9(3), pp.1~10 (2006), 한국도시지리학회
- Juan Ramon Oreja Rodriguez, "The Sustainability of Island Destination : Tourism Area Life Cycle and Teleological Perspectives, The case of Tenerife", Tourism Management, 29(1), pp.53~65 (2008)
- Karen Lindsay, "Tourism and conservation : The Effect of Track Proximity on Aviation Reproductive Success and Nest Section in an Open Sanctuary", Tourism Management, 29(4), pp.730~739 (2008)
- Keisuke Enokido, "오키니아 장소판매: 관광과 지역개발을 통한 류큐의 재통합", 한국도시지리학회지, 9(3), pp.45~56 (2006), 한국도시지리학회
- Mazursky, D., "Past Experience and Future Tourism Decisions", Annals of Tourism Research, 16, pp.333~344 (1989)
- Moscardo, M., "Mindful Visitors, Heritage and Tourism", Annals of Tourism Research, 23, pp.24~32 (1986)
- Newman, J. W, "Multivariate Analysis of Brand Loyalty to Major Household Appliances", Jounal of Marketing Research, 10(11), pp.72~91 (1973)
- Noe, F. P., "Measurement Specification and Leisure Satisfaction", Leisure Science, 9(3), pp.155~166 (1987)
- Oliver, R. L., "A Cognitive Model of the Antecedents and Consequences of Satisfaction Decision", Journal of Marketing Research, 17(3), pp.460~469 (1981)
- Teresa Garin-Munoz, "“Tourism in the Balearic Island : A Dynamic Model for International Demand UsingPanel Data", Tourism Management, 28(5), pp.1224~1235 (2007)