한옥마을 진수성 인식에 따른 관광만족도변화 연구 = A Study for Change of Tourist Satisfaction based on Perception of Authenticity in Hanok Village

다국어 초록 (Multilingual Abstract)

This study aims to examine that how authenticity affects tourist satisfaction and whether authenticity depends on the degree of tourist interests on cultural tourism. To this end this study chose Namsangol Hanok Village for the survey and conducted the empirical analysis based on the scale of measurement. The result of the survey is as follows. Constructive authenticity and existential authenticity of authenticity factors affect tourist satisfaction and existential authenticity has more influence on satisfaction than constructive authenticity. In sequence, the result of the cluster analysis shows that the tourists can be divided into two groups, high-interest group and low-interest group in cultural tourism. There is a statistically significant difference in the feeling of authenticity between two groups and the feeling of authenticity of the high-interest group is higher than that of the low-interest group. As a result, it can be said that the cultural experiences and events are valid for the tourist satisfaction as the factors that make the tourist feel the constructive authenticity and the existential authenticity. Also, the result of cluster analysis shows that market segmentation for the tourists who visit the cultural destinations is valid from a marketing strategic point of view.