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관광지의 환경적 요인이 전반적 이미지와 고객만족에 미치는 영향에 관한 연구

A Study on the Effect of Tourism Environment on Overall Image and Customer satisfaction

김기호|정기한|신재익
한국창업학회|2008.11|한국창업학회지 (Journal of the Korean Entrepreneurship Socieity)|제3권 제2호|pp. 71-104|DOI 10.24878/tkes.2008.3.2.71

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Abstract

Recently, with the increasing of national income and developing of traffic and communication, the tourism industries are more active than ever before. As result of these conditions, each local government is trying to attract more customers by promoting their regional items on the tourism industries. This paper's purpose is to analyse the effect of the tourism environment on overall image and customer satisfaction with a target on tourists who have been visiting the TongYeong region. The questionnaire was marketing research to 322 judgementally selected potential respondents. The respondent's collection rate was 95%, and 306 usable answers were analysed among the 322 checked questionnaires. To achieve this goal, this paper empirically studied the interrelationship of environmental factors, overall image, customer satisfaction and customer loyalty by analysing the questionnaires checked by tourists who have been visiting this region. These results conclude that the overall image, about scenery, cultural heritage and art of this region showed an affirmative response. On the contrary, the customer satisfaction appeared to demonstrate a significant difference. Because of this reason, the TongYeong tourist resorts lose the opportunity of revisiting tourists. According to these trends, this field's academic studies are vital to improving the service quality and increasing potential demands of tourism industries. The focus of this academic study is to induce the opportunity of revisitation by increasing customer satisfaction at a maximum level, and to provide a high quality of service to customer's through analysing the images and emotions of tourists. Therefore, the local government and residents need to impose strategic efforts to elevate customer satisfaction by improving the quality of service contiguously.

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