하회마을 관광스토리텔링이 관광지 이미지와 관광 만족 및 행동 의도에 미치는 영향 = The Impact of Tourism Storytelling in Hahoe Village on Destination Image, Tourist Satisfaction and Behavioral Intention

국문 초록 (Abstract)

본 연구의 목적은 한국의 대표적인 역사마을이며 유네스코 세계유산으로 등
재된 경북 안동시 하회마을의 관광스토리텔링 구성요인이 관광지 이미지와 관
광 만족 및 행동 의도에 미치는 영향을 설문조사를 통해 실증적으로 분석하는
것이다.
이를 위해 먼저 관광스토리텔링, 관광지 이미지, 관광 만족, 행동 의도 등
각 변수를 정의하고, 각 변수 간의 영향 관계를 파악하기 위해 연구모형을 설
정하였다. 그런 후 관광스토리텔링이 관광지 이미지에 미치는 영향, 관광지 이
미지가 관광 만족에 미치는 영향, 관광 만족이 행동 의도에 미치는 영향, 관광
스토리텔링이 행동 의도에 미치는 영향에 관한 네 개의 연구가설을 설정하였
다.
연구가설을 검증하기 위해 하회마을 방문 경험이 있는 관광객 434명을 대상
으로 2025년 10월 15일부터 29일까지 설문조사를 실시하였다. 설문조사 결과
는 표본의 통계학적 분석과 신뢰도 및 타당성 검증, 상관관계 분석을 진행하
였다. SPASS 23 통계프로그램을 이용하여 빈도분석, 기술통계분석, 탐색적 요
인분석, 신뢰도 분석, 상관관계 분석, 다중회귀분석 등을 수행하였다.
분석결과 탐색적 요인분석에서 적합한 표본임을 확인하였으며 측정변수 사
이의 연관성 분석에서도 유의한 것으로 확인하였다. 회귀분석을 통한 연구가
설 검증 결과는 다음과 같다.
첫 번째 하회마을 관광스토리텔링의 구성요인이 관광지 이미지에 유의한 영- i
향을 미칠 것이라는 가설은 고유성, 교육성, 이해용이성의 구성요인이 인지적
이미지에 유의한 영향이 있는 것으로 나타났다. 고유성, 이해용이성은 정서적
이미지에도 유의한 영향이 있는 것으로 분석되었다. 두 번째 관광지 이미지가
관광 만족에 미치는 영향에 대한 가설은 인지적 요소와 정서적 요소 모두 관
광 만족에 유의한 영향을 미치는 것으로 나타났다. 특히 정서적 요소가 인지
적 요소보다 상대적으로 더 큰 영향을 미치는 것으로 분석되었다. 세 번째 가
설인 관광 만족은 행동 의도에 유의한 영향을 미치는 것으로 나타났다. 네 번
째 가설인 관광스토리텔링의 구성요인의 네 가지 구성요인은 관광객의 행동
의도에 직접적인 영향을 미치는 것으로 분석되었다.
이와 같은 실증분석 결과에 따라 하회마을 관광스토리텔링은 관광지 이미지
와 관광 만족 및 행동 의도에 유의한 영향을 미치는 것으로 확인되었다.
본 연구는 하회마을의 관광스토리텔링 구성요인이 관광지 이미지와 관광 만
족 및 행동 의도에 미치는 영향을 실증적으로 분석하였다는 점에서 연구 영역
을 확대하였다는 의의가 있다. 특히 검증 가능한 연구모형과 연구가설을 통해
분석함으로써 이론적 구조를 체계화하였고, 관광분야에서 스토리텔링이 중요
한 역할을 하는 요인이 될 수 있음을 재확인하였다.
또한 하회마을 관광활성화를 위해서는 스토리텔링을 활용해 관광지와 관광
객이 공감대를 형성하고 상호작용을 일으킬 수 있는 콘텐츠와 능동적 참여형
관광 프로그램 개발이 필요하다는 정책적 시사점을 제공하였다. 아울러 실증
분석 결과를 토대로 관광스토리텔링을 하회마을에서 어떻게 구현할 것인지에
관한 구체적인 방안을 제시하였으며, 기존 관광프로그램의 개선과 새로운 콘
텐츠 개발도 제안하였다.
본 연구는 연구범위가 하회마을로 한정되어 다른 전통문화유산 관광지에 보
편적으로 적용될 수는 없다. 더욱 깊이 있는 분석과 연구 가치를 높이기 위해
하회마을 해설사, 탈놀이 기능 보유자 등을 대상으로 한 질적 연구의 보완이
필요하다. 또한 디지털 콘텐츠 확산, 인공지능 활용 등 새로운 관광 트렌드에
맞춘 연구도 향후 과제로서 요청된다.

목차 (Table of Contents)

• Ⅰ. 서론···························································································································· 1
• 1. 연구 필요성과 목적······························································································· 1
• 1) 연구 필요성··········································································································· 1
• 2) 연구 목적·············································································································· 4
• 2. 연구범위와 방법 ················································································································ 4
• 1) 연구범위················································································································ 4
• 2) 연구방법················································································································ 6
• 3. 선행연구 검토········································································································· 7
• 4. 연구내용·················································································································· 9
• Ⅱ. 이론적 배경············································································································· 12
• 1. 관광스토리텔링····································································································· 12
• 1) 스토리텔링··········································································································· 13
• 2) 관광스토리텔링··································································································· 14
• 3) 관광스토리텔링 구성요인·················································································· 19
• 2. 관광지 이미지······································································································· 28
• 1) 개념과 특성········································································································· 28
• 2) 관광지 이미지의 역할························································································ 32
• 3) 관광지 이미지 구성요인···················································································· 33
• 4) 관광지 이미지 측정··························································································· 35
• 3. 관광 만족 및 행동 의도······················································································ 36
• 1) 만족의 개념········································································································· 36
• 2) 관광 만족············································································································ 37
• 3) 행동 의도············································································································ 41
• Ⅲ. 연구설계 및 분석방법··························································································· 43
• 1. 연구모형 및 가설설정·························································································· 43
• 1) 연구모형·············································································································· 43
• 2) 가설설정·············································································································· 44
• 2. 측정도구 설계······································································································· 48
• 1) 변수의 조작적 정의··························································································· 48
• 2) 설문지 구성········································································································· 50
• 3. 자료수집 및 분석방법·························································································· 50
• 1) 자료수집 방법····································································································· 50
• 2) 분석방법·············································································································· 51
• Ⅳ. 실증분석 ················································································································ 52
• 1. 표본의 통계학적 특성·························································································· 52
• 1) 인구통계학적 특성····························································································· 52
• 2) 관광스토리텔링 이용형태학적 특성································································· 54
• 2. 신뢰도 및 타당성 검증························································································ 56
• 1) 탐색적 요인분석································································································· 56
• 2) 상관관계 분석····································································································· 60
• 3. 연구가설 검증······································································································· 61
• 1) 가설 1의 검증····································································································· 62
• 2) 가설 2의 검증····································································································· 65
• 3) 가설 3의 검증····································································································· 66
• 4) 가설 4의 검증····································································································· 66
• Ⅴ. 결론·························································································································· 68
• 1. 연구결과 요약······································································································· 68
• 2. 연구의 시사점······································································································· 69
• 1) 학문적 시사점····································································································· 69
• 2) 정책적 시사점····································································································· 71
• 3. 연구의 한계와 향후 과제···················································································· 74
• 참고문헌························································································································· 75
• Abstract·························································································································· 82
• 설 문 지························································································································· 85