문화관광지 스토리텔링의 지각된 가치, 관광객 만족도 및 충성도 연구

다국어 초록 (Multilingual Abstract)

In modern days, changing social paradigm, such as increased income, leisure time and diversified cultures, moved peoples’ tour patterns from passive and safety-oriented group tour to active experience-oriented. These new tour patterns provides a tourist various and new experiences to help one to achieve his/her self realization via traveling.
From twenty to thirty years ago, price competences were mainly emphasized on tour products. Even with those price-oriented products, market demand was generated. However, nowadays, people expect more than leisure, rest or sightseeing via traveling. They tend to show high preferences on achieving various performance values like self-realization and new knowledge gaining thru travel experiences. These tourists’ preference movements expanded storytelling methods to leisure and tourism industry. Using storytelling methods, various sightseeing needs were filled in emotional ways, and it increased one’s satisfaction that leads to revisit and recommendation. Therefore, conducting an evaluation on tourist sites’ storytelling value perceptions seemed opportune at this point.
Through this research, a scale of measurement on storytelling would be defined. Furthermore, the study of correlation between storytelling perceived value and satisfaction and loyalty building would be analyzed. The result of this study will enhance the quality of tourist sites and provide implications on increasing storytelling values in the future.
The summary of this research founding and propositions are as follow: perceived value factors such as emotional value, functional value, and social value on tourists’ sites showed actual correlation between tourist satisfactions. The correlation result was functional value (0.759), emotional value (0.649), and social value (0.579) between satisfaction, which implies that tourists saw their invested time and efforts interconnecting with the quality of information they gathered and their performance values. Therefore, more detailed image building is necessary at tourist sites. By sharing each other’s related stories and experiences at tourist sites will increment tourists’ emotional touches. The storytelling of sites’ unique and extraordinary story contents could maximize the tourists’ emotional satisfaction.
Correlation between social value and satisfaction implies that tourists visiting tourist sites are not for personal enjoyment but to share their experiences with family (54.1%), partners (18.4%), or friends (15.6%). Therefore, quality of storytelling is important along with using easy languages and interesting topics that could bring the understanding among people. This research shows that value and satisfaction generated by storytelling helps to sustain the relationship between tourist sites and tourists. Furthermore, the research shows that it will help to build loyalty on tourist sites in the long run.

목차 (Table of Contents)

• 제1장 서론 1
• 제1절 문제의 제기 1
• 제2절 연구의 목적 4
• 제3절 연구의 방법 5
• 제4절 연구의 범위 및 구성 6
• 제2장 연구의 이론적 고찰 9
• 제1절 문화관광지 9
• 1. 문화관광지의 개념과 특징 9
• 2. 문화관광지의 유형 11
• 제2절 관광지 스토리텔링 14
• 1. 스토리텔링의 개념과 특징 14
• 2. 관광지 스토리텔링의 개념과 특징 18
• 제3절 지각된 가치 24
• 1. 지각된 가치의 개념과 특징 24
• 2. 지각된 가치의 측정 27
• 제4절 관광객 만족도 및 충성도 34
• 1. 관광객 만족도 34
• 2. 관광객 충성도 38
• 제3장 연구조사 설계 41
• 제1절 연구모형 설계 및 연구가설 도출 41
• 1. 연구모형 설계 41
• 2. 연구가설 도출 43
• 3. 변수의 조작적 정의 48
• 제2절 조사설계 및 분석방법 52
• 1. 조사설계 52
• 2. 설문지 구성 53
• 3. 분석방법 54
• 제4장 실증분석 결과 55
• 제1절 자료분석 55
• 1. 표본의 인구통계학적 분석 55
• 2. 표본의 일반적인 특성 56
• 3. 타당성 및 신뢰도 검증 59
• 제2절 분석 결과 63
• 1. 가설 검증 63
• 2. 분석결과의 요약 68
• 제5장 결론 70
• 참고문헌 73
• 설문지 84
• Abstract 88