관광홍보관 관광정보특성이 지역이미지, 만족도 및 지역방문의도에 미치는 영향 - 한국관광공사 하이커 그라운드(HiKR)를 대상으로 -
The Effects of Tourism Information Characteristics of Tourism Promotion Centers on Regional Image, Satisfaction and Intention to Visit the Region - Targeting the HiKR Ground of the Korea Tourism Organization -
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The purpose of this study is to empirically verify the effects of tourist information characteristics of tourist information centers on local image, satisfaction, and intention to visit the area. The study was conducted at the 'Mysterious Local General Store' in the Hiker Ground operated by the Korea Tourism Organization. Study results: First, it was found that aesthetics and playfulness among tourist information characteristics of tourist information centers have a significant effect on the formation of local image. Second, while aesthetics and usefulness of tourist information centers have a significant effect on satisfaction, the regional image formed through these centers positively influenced both satisfaction and intention to visit the region, with satisfaction also showing a significant positive effect on visit intention. In practical terms, the study suggests that tourism promotion centers should evolve into complex cultural spaces that provide a balance of emotional experiences and practical information. The study also suggested practical measures for the central and local governments to improve the operation system of tourism promotion centers.
Abstract
The purpose of this study is to empirically verify the effects of tourist information characteristics of tourist information centers on local image, satisfaction, and intention to visit the area. The study was conducted at the 'Mysterious Local General Store' in the Hiker Ground operated by the Korea Tourism Organization. Study results: First, it was found that aesthetics and playfulness among tourist information characteristics of tourist information centers have a significant effect on the formation of local image. Second, while aesthetics and usefulness of tourist information centers have a significant effect on satisfaction, the regional image formed through these centers positively influenced both satisfaction and intention to visit the region, with satisfaction also showing a significant positive effect on visit intention. In practical terms, the study suggests that tourism promotion centers should evolve into complex cultural spaces that provide a balance of emotional experiences and practical information. The study also suggested practical measures for the central and local governments to improve the operation system of tourism promotion centers.