관광경험이 관광지 만족과 충성도에 미치는 영향: 방문경험에 따른 조절효과를 중심으로
Exploring the Effect of Tourism Experience on Tourist Satisfaction and Destination Loyalty: Moderating Effect of Visit Experience
0
조회
0
다운로드
18
인용
0
참고문헌
초록
This study aims to explore the effect of tourism experience on tourist satisfaction and destination loyalty and examine the moderating effect of the past visiting experiences on this relationship. The study results indicated that tourism experiences influenced both tourist satisfaction and destination loyalty. Among tourism experience factors, refreshment had the strongest impacts on destination loyalty as well as tourist satisfaction. Tourists’ prior visiting experiences moderated the influence of tourism experience on tourist satisfaction and destination loyalty. The more tourists have experiences the more satisfied from tourism experience at the destination and the more experiences they have at the destination, the more likely they pursue the knowledgeable and distinctive experiences at the destination. Based on these findings, the study suggested several practical implications for the destination marketers who plan to provide meaningful tourism experiences with the visitors to their destinations.
Abstract
This study aims to explore the effect of tourism experience on tourist satisfaction and destination loyalty and examine the moderating effect of the past visiting experiences on this relationship. The study results indicated that tourism experiences influenced both tourist satisfaction and destination loyalty. Among tourism experience factors, refreshment had the strongest impacts on destination loyalty as well as tourist satisfaction. Tourists’ prior visiting experiences moderated the influence of tourism experience on tourist satisfaction and destination loyalty. The more tourists have experiences the more satisfied from tourism experience at the destination and the more experiences they have at the destination, the more likely they pursue the knowledgeable and distinctive experiences at the destination. Based on these findings, the study suggested several practical implications for the destination marketers who plan to provide meaningful tourism experiences with the visitors to their destinations.
참고문헌 (62)
- 강아영, "몰입형 게임화에 따른 효과적 체험마케팅 연구 - 번트 슈미트(Bernd Schmitt)의 5가지 전략적 체험모듈을 중심으로 -", 디지털디자인학연구, 13(3), pp.687~695 (2013), 한국디지털디자인학회[DOI]
- 고동우, "선행 관광행동 연구의 비판적 고찰: Annals of Tourism Research의 연구논문을 중심으로", 관광학연구, 22(1), pp.207~229 (1998)
- 김민선, "최초방문자와 재방문자의 관광목적지 선택차이 연구 - 서울지역을 중심으로", 한국산학기술학회논문지, 17(11), pp.648~654 (2016), 한국산학기술학회[DOI]
- 김병국, "동기와 경험이 만족 및 재방문의도에 미치는 영향 - 백제문화단지를 중심으로 -", 관광경영연구, 15(3), pp.23~38 (2011), 관광경영학회
- 김빈, "관광경험과 기억저장이 관광자 만족과 충성도에 미치는 영향에 관한 연구", 관광경영연구, 23(4), pp.177~199 (2019), 관광경영학회[DOI]
- 김진후, "재방문 외래 관광객 특성", 호텔경영학연구, 26(8), pp.189~205 (2017), 한국호텔외식관광경영학회[DOI]
- "디지틀조선일보" (2019)[URL]
- 박완규, "관광체험요소가 관광지의 기억, 만족 충성도에 미치는 영향에 관한 연구", 대한안전경영과학회지, 19(2), pp.147~158 (2017), 대한안전경영과학회
- 서민정, "체험경제 이론에 따른 기억, 만족, 충성도에 관한 연구: 동해안지역 스쿠버다이빙리조트 방문객을 중심으로", 호텔관광연구, 13(3), pp.43~56 (2011), 한국호텔관광학회
- 송수엽, "외래관광객 방문경험 차이가 만족도 및 사후행동에 미치는 영향", 관광레저연구, 28(3), pp.79~96 (2016), (사)한국관광레저학회
- 송학준, "4Es 이론에 따른 축제 방문객의 충성도 연구 - 보령머드축제를 중심으로 -", 관광연구, 25(6), pp.179~198 (2011), 대한관광경영학회
- 윤유식, "기억할만한 관광경험(MTE) 측정척도 기반의 관광지만족도 및 충성도 연구", 한국과학예술융합학회, 28, pp.175~184 (2017), 한국전시산업융합연구원[DOI]
- 왕가영, "기억에 남는 관광경험과 관광목적지 브랜드 자산및 관광목적지 충성도 간의 영향관계 연구 - 서울지역 외국인 관광객을 대상으로 -", 한국과학예술융합학회, 29, pp.189~201 (2017), 한국전시산업융합연구원[DOI]
- 이성미, "최초방문자와 재방문자의 간의 관광활동 유형, 관광지출, 관광정보 이용 비교에 관한 연구 - 제주도와 강원도 관광을 중심으로 -", 관광학연구, 40(3), pp.143~158 (2016), 한국관광학회[DOI]
- 이연수, "트렌드 in 마케팅" (2008), 새빛 에듀넷
- 이재곤, "리조트 이용집단간 속성만족도에 관한 연구", 관광경영연구, 9, pp.168~192 (2000)
- 이재곤, "관광자의 방문경험에 따른 관광동기 및 관광자행동의도 비교연구 - 최초방문자와 재방문자의 비교를 중심으로 -", 관광연구, 28(3), pp.269~289 (2013), 대한관광경영학회
- 이정실, "감각적 체험이 고객의 감정과 브랜드 태도 그리고 행동의도에 미치는 영향- 패밀리 레스토랑을 중심으로 -", 관광레저연구, 24(5), pp.139~158 (2012), (사)한국관광레저학회
- 임은순, "확장된 계획행동이론을 적용한 현지중국인의 음식관광 방문의도 분석: 방문경험의 조절효과", 관광연구저널, 31(6), pp.95~107 (2017), 한국관광연구학회[DOI]
- 정희정, "관광경험의 회상을 통한 관광지 태도 형성과정에서 관광기념품의 역할", 관광경영연구, 22(7), pp.189~213 (2018), 관광경영학회[DOI]
- 정후연, "관광지 이미지와 애착이 관광자 만족과 충성도에 미치는 영향관계 연구", 관광경영연구, 22(4), pp.959~984 (2018), 관광경영학회[DOI]
- 조강욱, "관광경험과 자전적 기억 간 구조적 관계연구", 박사, pp.2015
- 조태영, "문화적 고유성이 관광 만족과 행동의도에 미치는 영향: 안동 하회마을을 중심으로", 관광연구, 23(4), pp.59~80 (2009), 대한관광경영학회
- 온라인 개별관광상품 시장분석 및 정책 방향, "최경은", 한국문화관광연구원, ~ (2018)
- 한경, "관광경험 결과에 따른 관광객의 재방문의도 차이 분석", 동북아관광연구, 11(1), pp.183~197 (2015), 동북아관광학회
- "소셜 빅데이터로 살펴본 2019 국내여행 트렌드는 B.R.I.D.G.E" (2019)[URL]
- 허은정, "패밀리 레스토랑 매장 내 감각체험이 고객만족에 미치는 영향 연구", 한국생물과학회지, 6, pp.523~536 (2010)
- 허상현, "관광 이벤트 참여자의 동기분석 연구", 관광레저연구, 13(2), pp.45~56 (2002)
- Ali, F., "Memorable customer experience:Examining the effects of customers experience on memories and loyalty in Malaysian resort hotels", Procedia-Social and Behavioral Sciences, 144, pp.273~279 (2014)
- Ali, F., "Influence of experiences on memories, satisfaction and behavioral intentions: A study of creative tourism", Journal of Travel & Tourism Marketing, 33(1), pp.85~100 (2016)
- Chandralal, L., "Exploring memorable tourism experiences:Antecedents and behavioural outcomes", Journal of Economics, Business and Management, 1(2), pp.177~181 (2013)
- Chandralal, L., "An application of travel blog narratives to explore memorable tourism experiences", Asia Pacific Journal of Tourism Research, 20(6), pp.680~693 (2015)
- Chen, H., "Cultural tourism: An analysis of engagement, cultural contact, memorable tourism experience and destination loyalty", Tourism Management Perspectives, 26, pp.153~163 (2018)
- Chen, J. S., "An investigation of tourists’ destination loyalty and preferences", International Journal of Contemporary Hospitality Management, 13(2), pp.79~85 (2001)
- Chi, C. G. Q., "Examining the structural relationships of destination image, tourist satisfaction and destination loyalty: An integrated approach", Tourism Management, 29(4), pp.624~636 (2008)
- Coudounaris, D. N., "Antecedents of memorable tourism experience related to behavioral intentions", Psychology & Marketing, 34(12), pp.1084~1093 (2017)
- da Costa Mendes, J., "The tourist experience: Exploring the relationship between tourist satisfaction and destination loyalty", Turizam: međunarodni znanstveno-stručni časopis, 58(2), pp.111~126 (2010)
- Gartner, W. C, "Image Formation Process", Journal of Travel & Tourism Marketing, 2(2, pp.3) (1993), 191~215
- Gitelson, R. J., "Insights into the repeat vacation phenomenon", Annals of tourism Research, 11(2), pp.199~217 (1984)
- Gretzel, U., "The Tourism and Leisure Experience", pp.137~160 (2010), Channel View Publications
- Hosany, S., "Dimensions of cruisers' experiences, satisfaction, &intention to recommend", Journal of Travel Research, 49(3), pp.351~364 (2010)
- Jacoby, J., "Brand Loyalty measurement and management" (1978), John Wiley and Sons
- Kim, J. H, "A cross-cultural comparison of memorable tourism experiences of American and Taiwanese college students", Anatolia, 24(3), pp.337~351 (2013)
- Kim, J. H, "The impact of memorable tourism experiences on loyalty behaviors:The mediating effects of destination image and satisfaction", Journal of Travel Research, 57(7), pp.856~870 (2018)
- Kim, J. H., "Development of a scale to measure memorable tourism experiences", Journal of Travel Research, 51(1), pp.12~25 (2012)
- Kozak, M., "Satisfaction and destination loyalty: A comparison between non-repeat and repeat tourists", Journal of Quality Assurance in Hospitality & Tourism, 5(1), pp.43~59 (2005)
- Lehto, X. Y., "The effect of prior experience on vacation behavior", Annals of tourism research, 31(4), pp.801~818 (2004)
- Li, X. R., "A systematic comparison of first-time and repeat visitors via a two-phase online survey", Tourism Management, 29(2), pp.278~293 (2008)
- Manthiou, A., "Investigating the effects of memorable experiences: An extended model of script theory", Journal of Travel &Tourism Marketing, 33(3), pp.362~379 (2016)
- Oh, H., "Measuring experience economy concepts:Tourism applications", Journal of Travel Research, 46(2), pp.119~132 (2007)
- Oliver, R. L, "Satisfaction: A behavioral perspective on the consumer" (1997), Irwin-McGraw-Hill
- Oliver, R. L, "Whence Customer Loyalty?", Journal of Marketing, 63(4), pp.33~44 (1999)
- Oppermann, M, "First-time and repeat visitors to New Zealand", Tourism Management, 18(3), pp.177~181 (1997)
- Oppermann, M, "Tourism destination loyalty", Journal of Travel Research, 39(1), pp.78~84 (2000)
- Pine, B. J., "Welcome to the experience economy", Harvard Business Review, 76, pp.97~105 (1998)
- Pine, B. J., "The experience economy: work is theatre & every business a stage" (1999), Harvard Business Press
- Schmitt, B, "Experiential marketing", Journal of Marketing Management, 15(1-3), pp.53~67 (1999)
- Sthapit, E., "Memorable tourism experiences: Antecedents and outcomes", Scandinavian Journal of Hospitality and Tourism, 18(1), pp.72~94 (2018)
- Tung, V. W. S., "Exploring the essence of memorable tourism experiences", Annals of Tourism Research, 38(4), pp.1367~1386 (2011)
- Xu, J., "Service experience and package tours", Asia Pacific Journal of Tourism Research, 15(2), pp.177~194 (2010)
- Yoon, Y., "An examination of the effects of motivation and satisfaction on destination loyalty: a structural model", Tourism Manage, 26(1), pp.45~56 (2005)
- Zhang, H., "A model of perceived image, memorable tourism experiences and revisit intention", Journal of Destination Marketing &Management, 8, pp.326~336 (2018)
