관광지 방문 후 이미지가 태도와 구전의도에 미치는 영향 = (The) effects of destination images after visit on tourists' attitude and word-of-mouth communication

다국어 초록 (Multilingual Abstract)

At the present time, highly safe and comfortable long distance journey has become possible due to steady economic development, raising Korean currency, growth of disposal income, more leisure time by 5 days working, IT technology advances and development of transpirations. Hence, people’ interest and participation on tourism has increased, and tourism became one of the core life styles of people today. It is popularized and the demand of oversea travel tends to be increasing.
When tourists decide to go traveling and select the destination, they are influenced by destination images, motivations, expectation about destinations. Thus, travel industry is making efforts to provide wide range of motivations based on the understanding the type and purpose of tour that tourists want, and establish marketing strategies to create attractive destination images. However, since tour, the type of service is a very complicated industry which has attributes of intangibility, simultaneity between production and merchandising, and tourists are not influences by just one particular component when they decide their destinations, it is very hard to figure out the core element to influence on tourists’ behavior intension, especially word-of-mouth communications.
Many studies about destination images and motivations have done so far, but there is lack of the studies about specific effects of destinations images and motivation on tourists’ behavioral intension after visiting. At this point, this paper studies the formation process of destination images based on oversea tour, and there is significant purpose to understand direct and indirect impact on tourists’attitude toward destinations, and intension of word-of-mouth communication by cognitive image, affective image about destinations after visiting. Through this paper, I would like to establish theoretical milestone about tourists’ behavioral study by researching the effect of destination images, which based on the level of travel experience and motivation, on tourists’intension of word-of-mouth communication.
The results of empirical analysis are listed below:
First, Cognitive image toward destinations has significant influences on affective image. The most influential factors to make tourists perceive that a destination is modern and exotic are ease of access to try various foods and well-structured shopping facilities. And, pleasant beach and weather condition make tourists feel that a resort is more attractive and simulating; therefore, it would be very effective to improve the leisure facilities continuously in order to appeal tourists’ emotion.
Second, in terms of influences of cognitive image on tourists’ attitude toward destination, except ‘entertainment factor’, ‘urban image’ and ‘eco-friendly image’ and ‘historical/cultural quality’ have significant effects on tourists’attitude about destinations. Also, distinctive culture/customs and well-structured leisure facilities make visitors have positive attitude toward destinations; therefore, it is very crucial to maintain tourist places clean, and preserve historical spots. In addition, it is necessary to pull out positive effect from tourists by ‘entertainment factor’ through studying the reason why ‘’entertainment factor’ such as good night life and shopping facilities do not have any effect on tourists’ attitude about destinations.
Third, ‘excitement factor’which is one of affective images has meaningful effect on tourists’ attitude toward destinations. The more positive attitude the visitors have, the more exciting and stimulating the destination is; hence, marketers need to draw out tourists’ positive attitude about a destination by developing more diverse traveling event or program. Also, based on the analysis about influences of cognitive image on the intension of word-of-mouth communication, ‘historical/cultural quality’factor has significant effects on it. This posits that if a place has well-preserved historical spot or culture, visitors would have positive intension of word-of-mouth transmission; therefore, travel industry should make efforts to understand destinations’ unique history/culture and emphasize those factors in terms of developing tourist products.
Forth, the powerful ‘excitement factor’ which is under the affective images and tourists’ positive attitude on destination image make the tourists’ intension of word-of-mouth communication become stronger. This tells that when destinations have more exciting and attractive elements than dynamic and exotic elements, tourists’ intension of word-of-mouth communication is increased; therefore, travel industry can make tourists’intension of word-of-mouth communication elevated by designing festival-like programs/events which can fulfill tourists’ affective side.
Fifth, cognitive images of destinations have indirect influences on tourists’ attitude and the intension of word-of-mouth. Tourists’satisfaction of affective images has very powerful effects on the intension of word-of-mouth transmission. When tourists feel more exciting and attractive about components of affective images rather than well-developed night life and shopping facilities, they have more positive attitude toward tourist places. Also, unique culture and well preserved historical spot brings strong attraction for tourists, and they make visitors have holistic positive attitude toward destinations. Therefore, it is very crucial to develop various touristic contents which can stimulate visitors’ emotion.
Sixth, cognitive images significantly influence affective images of destinations. In the case of visitors who do not have much travel experiences, ‘entertainment factor’ and ‘historical and cultural quality’ do not have strong influences on them. On the other hand, for the tourists who have rich travel experiences, the ‘urban image’, one of the cognitive image factors, does not influence the ‘excitement factor’, one of the affective image factors. This means that both groups are not attracted by cleanness and security of destinations, but that they are attracted to and have positive attitudes toward destinations when tourists places have distinctive cultural heritages and good night life. Indeed, since the ‘excitement factor’ has significant influences on the attitude and word-of-mouth communication regardless of the level of experience, the development of the program to lead the tourists to destinations and to let them feel attracted to the tourists resorts and of the discriminative marketing plans according to the level of experience.
Seventh, based on the motivation of touring, the effects of destination images on word-of-mouth communication bring different results. The tourist group with the pursuit of mystique is more attracted to the destinations’ well-equipped recreational facilities and abundant leisure opportunities which all components of cognitive images; hence, visitors’ positive attitude toward the destination is built up and it creates the largest indirect impact on word-of-mouth communication. Considering that the tourist group with no particular purpose, they have negative attitudes toward the destination when it has well-developed night life and well-established shopping facilities so it brings negative impacts on word-of-mouth communication. Therefore, the marketers in the travel industry have to constraint themselves by acknowledging that unreliable optional tours and visits to shopping centers can induce negative attitudes of tourists toward traveling abroad and reduce word-of-mouth communication.
Lastly, based on the results above, we can conclude that about oversee tourists distinctive local cultures of the destination, well-preserved historical sites, and an attractive view of nature have the most powerful influence on word-of-mouth communication directly and indirectly. Indeed, even though developing and preserving the infrastructure and nature of the destination are important, the endeavor to make tourists reconsider their attitudes toward the destination and the development of the program to attract tourists emotionally to the destination should be most importantly considered. In addition to those, when the reason for overseas tours and the images of oversea tourist resorts are adapted to those of local destinations, revisiting domestic tours and repressing overseas tours can be considered to be possible to some degree. Therefore, through the consistent development and image-making of domestic tourist resorts, new attractions should be added and be managed persistently.
The limitations of this study are as follows. First, for the survey has been done only in Seoul and Pusan the result lacks the degree of accuracy to a certain degree. Second, as the period the survey has been done was limited to summer, the intensity of the tourists’images about destinations and of their memories about travel experiences can differ according to the time of travel. Third, there is a need to study for chronological analysis at the same time, for the motivation that tourists intend to travel tourist resorts and the images that destinations have change overtime. For further studies, it will be meaningful to overcome the limitations of this study and furthermore to understand and to make a comparative study of the images that destinations have and the motivations that domestic tourists and overseas tourists have.

목차 (Table of Contents)

• 목 차
• 제 1 장 서 론 1
• 제 1 절 문제의 제기 1
• 제 2 절 연구의 목적 3
• 제 3 절 연구의 방법 및 범위 5
• 제 2 장 이론적 배경 9
• 제 1 절 관광지 이미지 9
• 1. 인지적 이미지 14
• 2. 정서적 이미지 15
• 3. 관광지에 대한 태도 18
• 제 2 절 관광동기 19
• 1. 관광동기의 개념 및 특성 19
• 2. 관광동기의 이론 23
• 3. 관광경험 27
• 제 3 절 구전의도 28
• 제 4 절 관광지 이미지, 관광동기, 구전의도 간의 관계 30
• 1. 관광지 이미지와 관광동기 간의 관계 30
• 2. 관광지 이미지와 구전의도 간의 관계 33
• 제 3 장 연구설계 35
• 제 1 절 연구모형 및 연구가설 35
• 1. 연구모형 35
• 2. 연구가설 37
• 제 2 절 변수의 조작적 정의 및 설문지 구성 38
• 1. 변수의 조작적 정의 38
• 2. 설문지 구성 41
• 제 3 절 실증적 조사설계 및 분석방법 44
• 1. 조사설계 44
• 2. 분석방법 45
• 제 4 장 실증분석 47
• 제 1 절 표본의 일반적특성 47
• 제 2 절 가설검증을 위한 예비분석 50
• 1. 탐색적 요인분석 51
• 2. 확인요인분석 55
• 제 3 절 연구모형에 따른 가설 검증 59
• 1. 관광지 이미지, 관광지에 대한 태도, 구전의도에 대한 가설검증 59
• 2. 관광경험의 조절효과에 대한 가설검증 66
• 3. 관광동기의 조절효과에 대한 가설검증 77
• 제 4 절 분석결과에 따른 시사점 91
• 제 5 장 결 론 97
• 제 1 절 연구의 요약 97
• 제 2 절 연구의 한계 및 향후 연구방향 99
• 참고문헌 100
• 설 문 서 113
• ABSTRACT 118