개별여행객의 문화적 동기, 진정성, 충성도의 영향관계 -배낭여행객을 중심으로- = The relationship among cultural motivation, authenticity and loyalty of individual tourist -Focused on backpackers-

국문 초록 (Abstract)

이 연구의 목적은 개별여행객의 문화적동기, 진정성과 충성도의 상관관계를 밝히는 데에 있다. 조사는 배낭여행 경험이 있는 서울과 부산의 특정 대학의 대학생과 대학원생을 대상으로 총600부를 배포되고 390부의 유효표본이 분석에 활용되었다. 표본의 일반특성과 관련된 빈도분석, 요인의 타당성과 검토를 위한 요인분석과 상관관계분석, 측정요인의 신뢰성 검토를 위한 신뢰도분석, 가설검증을 위한 회귀분석 등이 적용되었다. 연구결과 문화적 동기가 진정성과 충성도에, 그리고 진정성이 충성도에 유의미적으로 정의 영향을 미치는 것으로 나타났다. 이러한 결과에 근거하여 이론적, 실무적 시사점을 제공하였다.

다국어 초록 (Multilingual Abstract)

The purpose of this study is to examine the relationship between or among cultural motivation, authenticity and loyalty of backpackers. 390 college students with backpacking experiences were asked to evaluate variables on a 7 point Likert scale. Findings indicated that cultural motivation was a significant antecedent of authenticity and loyalty. Results also indicated that authenticity was positively influenced backpackers loyalty. A number of marketing implications were suggested on the basis of the findings of this paper.

참고문헌 (Reference)

1 변찬복, "배낭여행객의 이문화 인식, 진정성 및 충성도의 구조적 관계" 한국호텔외식경영학회 19 (19): 261-273, 2010

2 김상희, "고객은 진실로 서비스실패기업을 용서하였는가?: 기업회복노력의 진정성과 고객의 용서과정" 한국경영학회 39 (39): 665-706, 2010

3 Stebbins, R. A., "Volunteering: a serious leisure perspective" 25 : 211-224, 1996

4 Naoi, T., "Visitor's evaluation of a historical district: the role of authenticity and manipulation" 5 (5): 45-63, 2004

5 Gallarza, M. G., "Value dimensions, perceived value, satisfaction and loyalty: an investigation of University students' travel behaviour" 27 (27): 437-452, 2006

6 Steiner, C. J., "Understanding existential authenticity" 33 (33): 299-318, 2006

7 McIntosh, A. J., "Tourists' appreciation of Maori culture in New Zealand" 25 (25): 1-15, 2004

8 Kim, H., "Tourist quest for existential authenticity" 34 (34): 181-201, 2007

9 Graburn, N. H. H., "Tourism: the sacred journey. in: Hosts and guests, 2nd ed" University of Pennsylvania Press 21-52, 1989

10 Selwyn, T., "Tourism in islands, cities, and small states" 21 (21): 850-851, 1994

11 Richards, G., "Tourism development trajectory: from culture to creativity?" 2009

12 OECD, "The impact of culture on tourism" OECD 2009

13 Poria, Y., "The core of heritage tourism" 30 (30): 238-254, 2003

14 MacCannell, D., "Staged authenticity: arrangements of social space in tourist settings" 79 (79): 589-603, 1973

15 Chhabra, D., "Staged authenticity and heritage tourism" 30 (30): 702-719, 2003

16 Lau, R. W. K., "Revisiting authenticity: a social realist approach" 37 (37): 478-498, 2010

17 Wang, N., "Rethinking authenticity in tourism experience" 26 (26): 349-370, 1999

18 Hall, C. M., "Response to Yeoman et al: The fakery of the authentic tourist" 28 (28): 1139-1140, 2007

19 Reisinger, Y., "Reconceptualizing object authenticity" 33 (33): 65-86, 2006

20 Fontain, G., "Motivational factors of international travelers" 72 : 1106-, 1993

21 McDowall, S., "International Tourist Satisfaction and Destination Loyalty: Bangkok, Thailand" 15 (15): 21-42, 2010

22 Chi, C. G.-Q., "Examining the structural relationships of destination image, tourist satisfaction and destination loyalty: an integrated approach" 29 (29): 624-636, 2008

23 Yeoman, I. S., "Current issue in tourism: the authentic tourist" 28 (28): 1128-1138, 2007

24 Hughes, G., "Culture and tourism: a framework for further analysis" 7 (7): 164-175, 2002

25 Richards, G., "Cultural tourism: global and local perspectives" Haworth Press 2007

26 Waitt, G., "Consuming heritage: Perceived historical authenticity" 27 (27): 835-862, 2000

27 Grayson, K., "Consumer perceptions of iconicity and indexicality and their influence on assessments of authentic market offerings" 31 (31): 296-312, 2004

28 Gilmore, J. H., "Authenticity: what consumers really want" Harvard Business School Press 2007

29 Boyle, D., "Authenticity: brands, fakes, spin and the lust for real life" Harper Perennial 2004

30 Hughes, G., "Authenticity in tourism" 22 (22): 781-803, 1995

31 Sedmak, G., "Authenticity in mature seaside resorts" 35 (35): 1007-1031, 2008

32 Taylor, C., "Authenticity and sincerity in tourism" 28 (28): 7-26, 2001

33 Cohen, E., "Authenticity and commoditization in tourism" 15 (15): 371-386, 1988

34 Hou, J. S., "Antecedents of attrachment to a cultural tourism destination: the case of Hakka and non-Hakka Taiwanese visitors to Pei-Pu, Taiwan" 44 (44): 221-233, 2005

35 Yoon, Y., "An examination of the effects of motivation and satisfaction on destination loyalty: a structural model" 26 (26): 45-56, 2005

36 Bruner, E. M., "Abraham Lincoln as authentic reproduction: a critique of postmodernism" 96 (96): 397-415, 1994

37 ATLAS, "ATLAS cultural tourism research projects"

38 MacDonald, S., "A people's story: heritage, identity and authenticity. in: Tourisng Cultures" Routhledge 155-175, 1997

39 Kolar, T., "A consumer-based model of authenticity: An oxymoron or the foundation of cultural heritage marketing?" 31 : 652-664, 2010

40 Lewin, P., "A Study of Ideology and Practice in Punk Subculture. in: Authenticity in Culture, Self and Society" Ash gate 65-83, 2009