관광이미지가 관광만족과 충성도에 미치는 영향의 메타분석 연구

Abstract

The purpose of this study is to comprehensively organize the relationships between tourism image and satisfaction, and between tourism image and loyalty, which are presented because the research subjects and intervention methods selected by tourism academy are different and their results of the analysis are heterogeneous. In order to conduct a meta-analysis, 57 studies, which are evaluated as quantitative research through doctoral theses and journal articles in Korea from January 2000 to December 2017, were collected; among these, we selected the papers that meet the criteria (correlation coefficient r value and N number are presented). The data used for the meta-analysis were found from 7 papers about tourism image and satisfaction, and 18 papers on tourism image and loyalty, and analyzed by converting the correlation coefficient r into Fisher’s Z value. A forest plot has been shown to visualize the effect size and pattern of individual studies. The effect of tourism image on tourism satisfaction and loyalty was positive (+). However, it appeared to have a large heterogeneity in terms of effect size between the studies. Also, as a result of publication bias analysis, it was proved that the research included in the meta-analysis did not represent the results of the entire study because there was no statistically significant relationship between the effect size and standard error. The reason for this result indicated that positive and statistically significant studies are more likely to be published than those that are not. Particularly, it suggested that most studies in the field of tourism do not submit the bivariate correlation coefficient, which is basic information. Therefore, in future studies, researchers should be able to provide such basic information about their analysis results and previous studies have to be reviewed to overcome problems with publication bias although this study did not include.