문화유산관광지의 서비스품질 측정척도에 관한 연구 = (A) study on the assessment scale of service quality in cultural and heritage tourist destination

다국어 초록 (Multilingual Abstract)

Previous research findings have indicated that service quality is a key factor affecting tourist satisfactions and future consumption behaviors in the Travel and Hospitality industry, However, to date no instrument with acceptable measurement properties to assess service quality of cultural and heritage destinations has been found in the literature. This study was designed to develop the service quality assessment scale to evaluate tourist perception and satisfaction toward service in heritage sites. The scale development process was carried out in four stages: (1)the formula6on of the preliminary scale, (2)a pilot study, (3)the initial test administration and exploratory factor analysis, and (4)confirmatory factor analysis.
In step one, a preliminary scale with 44 items was generated. A pilot study was then carried out by administrating the scale to tourist (N-132) of Pulkuk-sa temple. Using exploratory factor analysis, the scale was revised to contain 34 items. The revised scale was administrated to tourists of Pulkuk-sa and Haein-sa temples. A total of 987 questionnaires were completed and used for data analysis. Exploratory factor analysis(EEA) was conducted on sample using alpha extraction and promax rotation methods. Six factors emerged with a total variance of 65.48% The alpha reliability coefficients for the six factors (i.e., facilities, interpretation, attractiveness, responsiveness, education, consumables) were .9196, .8462, .7913, .8183, .8524, and .7847, respectively.
In next step, confirmatory factor analysis (CFA) was conducted. It was suggested from the CFA that the scale made up of six factors was proposed. Using Windows LISREL 8.50 computer program, the six-factor model (34 items) was analyzed based on the NT estimation method. The chi-square statistics of the model was significant (i.e.,x²=909.648, p<.01). The goodness-of-fit indexes of the model were within tolerable ranges (e.g., GFI-.856, CFI-.924). In order to improve the model, items with the lowest lambda values were eliminated.
Eventually, a six-factor model with 28 items was generated : facilities(6 items), interpretation (6 items), education (4 items), responsiveness (4 items), consumables (4 items), attractiveness (4 items). The fit indexes suggested that the final version of the model provided an adequate fit to the data (e.g., SRMR-.043, GEl-.911, CF1-.974, and ECVl-1,792).
The model was found to have a significantly (p<.05) better fit than other six nested models. This further suggested that the model was robust and had sound psychometric property.

목차 (Table of Contents)

• 목차
• I. 서론 = 1
• 1. 연구배경 = 1
• 2. 연구목적 = 2
• 3. 연구의 방법 및 범위 = 3
• 1) 연구의 방법 = 3
• 2) 연구의 범위 = 4
• 4. 연구의 구성 = 4
• II. 이론적 배경 = 7
• 1. 문화유산관광지 = 7
• 1) 문화유산의 개념과 현황 = 7
• 2) 문화유산의 관광상품화 = 9
• 3) 문화유산관광지 = 13
• 2. 서비스품질 = 21
• 1) 서비스품질의 개념과 측정방법 = 21
• 2) 서비스품질의 측정척도에 관한 선행연구 = 30
• 3. 문화유산관광지 서비스품질 측정항목의 선정 = 42
• 1) 교육성 = 42
• 2) 해설 = 44
• 3) 매력성 = 46
• 4) 반응성 = 46
• 5) 소비성 = 47
• 6) 쾌적성과 안전성 = 48
• 7) 편의시설 = 49
• 8) 접근성 = 50
• III. 연구방법 = 54
• 1. 전문가 집단 면접 = 58
• 2. 예비조사 = 58
• 3. 본조사 = 59
• IV. 실증조사결과 = 63
• 1. 전문가 집단 면접 결과 = 63
• 1) 구성차원에 대한 전문가 의견 수렴 = 63
• 2) 측정 항목에 대한 전문가 의견 수렴 = 64
• 2. 예비조사 결과 = 66
• 3. 본조사 결과 = 69
• 1) 표본의 특성 = 69
• 2) 탐색적 요인분석 결과 = 73
• 3) 확인요인분석 결과 = 76
• 4) 본조사 결과 요약 = 96
• V. 결론 = 100
• 1. 연구의 요약 및 시사점 = 100
• 1) 연구의 요약 = 100
• 2) 시사점 = 102
• 2. 연구의 한계점 및 향후과제 = 106
• 참고문헌 = 108
• Abstract = 125
• 부록I (예비조사 설문지) = 127
• 부록II(본조사 설문지) = 135