팔공 올레의 방문동기· 만족도· 행동의도의 영향관계에 관한 연구

Abstract

This study was conducted to identify the relationship between visitors' motivation, satisfaction, and behavioral intention at Palgong Olleh. First data were collected through interviewed surveys from visitors who had experienced the Palgong Alleh during month of May, 2010. 313 data were used to test factor analysis and multi-regression analysis by using SPSS 14.0 statistic package program. The results are as follows: First, factors of visitors' motivation consisted of 5 dimensions such as escape from everyday life, nature seeking, culture and nature studies, bond with family and friends, and self-actualization. Second, among these factors, escape from everyday life, nature seeking, and self-actualization factors were statistically significant with the level of choice satisfaction. However, culture and nature studies, escape from everyday life, and nature seeking factors were statistically significant with the level of visit satisfaction. Third, satisfaction from the visit had positive effect on the behavioral intention, intent of revisit, and positive word of mouth. In conclusion, these results represent that the higher the visitors' satisfaction will lead to the higher intention of revisit and recommending the Palgong Olleh. These imply that it is necessary to increase the visitors' satisfaction level for developing the systematic management strategies at the Palgong Olleh.