관광지 이미지 형성의 인지적 요인과 관광객 만족에 관한 연구 = (A) Study on the Cognitive Factor and Tourist Satisfaction of Tourism Destination Image Formation : Andong-Hahae village

다국어 초록 (Multilingual Abstract)

The purpose of this study was to find tourist behavior of tourism destination image formation, develop these attributes with the model about tourist satisfaction, including revisit intention, and provide tourism destination with the establishment of reasonable and efficient marketing strategy as a basic resources by empirical approach.
In the literature review, the theoretical background about the choice cognitive factor of tourism destination image attributes was analyzed and its twelve questionnaires through previous studies was also extracted. In addition, the theoretical background of tourist satisfaction, intention to revisit, and the relation between cognitive factor of tourism destination image and satisfaction, were examined. Based on the theoretical studies, a research model was built up, hypotheses were made, and an empirical research was conducted,
Data was collected from 230 visitors who had visited Andong-Hahae village in Korea, SPSS/WIN 10.0 statistical program was applied to analyze the issues of study. In order to analyze detailed matters, research was conducted as follows.
First, in order to find out demographic and user characteristics, first frequency analysis was used, its importance was ascertained by ranking. Finally, descriptive analysis was also conducted.
Second, in order to identify reliability and validity about tourism destination image formation, factor analysis was used and three factors were extracted.
Third, in order to see the influence on choice behavior exercises satisfaction and revisit, multiple regression analysis was carried out.
Fourth, in order to verify differentiation related to the variables of demographic and user characteristics, t-test and One-way ANOVA were taken.
As a result of statistical treatment analysis, the findings are as follows :
First, the rest/escape was appeared high at tourism motivation, prestige was appeared low. The friend/relative/family member was appeared high at information source, internet/pc was appeared low. The result of study proves that the tourist felt Andong-Hahae village to be old and comfortable.
Second, the tourism destination image formation appeared the factors of environment, cleanliness, and atmosphere.
Third, the environment, atmosphere, cleanliness of tourism destination image formation influenced tourist satisfaction. The environment, atmosphere of tourism destination image formation didn't influence on the intention of tourist to revisit.
Fourth, there was difference in satisfaction according to user characteristics. The reason that selected Andong-Hahae village was regarded to be more important than entertainment, attractiveness, comfortableness, interestedness, activeness. The reason of preference of fame as tourism destination was perceived to be more important in atmosphere.
Although this study attracts the above results, it was limited only to near resident people and the students. But, the author expects follow-on studies to be performed for overcoming the above limitations as well as future research about revisitor and the effect of word of mouth..

목차 (Table of Contents)

• Ⅰ. 서론 = 1
• 1. 연구의 필요성 및 목적 = 1
• 2. 연구방법 및 구성체계 = 2
• 1) 연구의 방법 = 2
• 2) 연구의 구성 = 3
• Ⅱ. 이론적 고찰 = 5
• 1. 관광지 이미지 = 5
• 1) 관광지 이미지의 개념 및 중요성 = 5
• 2) 관광지 이미지의 형성 = 8
• 3) 관광지 이미지의 측정 = 10
• 4) 관광지 이미지 연구동향 = 14
• 2. 관광객 만족 = 19
• 1) 관광객 만족 개념 = 19
• 2) 기대불일치와 규범패러다임 = 21
• 3. 선행연구의 검토 = 26
• 1) 관광지 이미지와 관광객 만족 = 26
• 2) 관광지 이미지와 재방문 의도 = 30
• 3) 관광객 만족과 재방문 의도 = 31
• Ⅲ. 실증조사 = 33
• 1. 연구모형의 설계 및 가설의 설정 = 33
• 1) 연구의 모형 = 33
• 2) 가설의 설정 = 34
• 2. 실증조사의 설계 = 40
• 1) 조사대상 및 조사방법 = 40
• 2) 설문지 구성 및 내용 = 40
• 3) 분석방법 = 42
• 4) 변수의 조작적 정의 = 42
• Ⅳ. 실증분석 = 44
• 1. 표본의 일반적 특성 = 44
• 2. 기술 분석 = 45
• 1) 방문동기 = 45
• 2) 정보원천 = 46
• 3) 안동하회마을의 인지 = 47
• 3. 분석 결과 = 48
• 1) 측정도구의 타당도와 신뢰도 = 48
• 2) 연구가설의 검증 = 50
• 3) 연구결과의 해석 = 60
• Ⅴ. 결론 = 62
• 1. 연구의 요약 = 62
• 2. 연구의 시사점 = 64
• 3. 연구의 한계 및 향후 연구방향 = 65
• 참고문헌 = 67
• ABSTRACT = 74
• 설문지 = 76