관광이벤트의 방문동기와 사후 이미지가 만족과 재방문 의도에 미치는 영향 = (The) Impact of the post-image and motivation of tourism-event upon satisfaction and revisit intention

다국어 초록 (Multilingual Abstract)

There is an approach respectively from supplier and buyer, and they are possible to implement tourism-event successfully.
There is a special character in every area or a tourism region, some differential accommodations or differential services are also provided in every area or a tourism region to meet the needs of travelers.
Tourism-event is regarded as a major medium to prosper regional invigoration, but there are few visitor-oriented approach about the satisfaction of tourism-event visitors.
Then this kind of study is very necessary.
The demands of regions are expanded, it thus appears that the role of tourism-event such as alternative tourism called sustainable tourism development is very important, and then the target of this study is tourism-event.
The purpose of this study is to expose the motivation of tourism-event visitors and the attributes of tourism-event's post-image, and then to explain the impact of these variables upon satisfaction and revisit intention definitely.
Give a full detail of the purpose of this study as follows.
First, to define the concept about motivation and post-image of tourism-event, and then to define the concept of satisfaction and revisit intention by state of art.
Second, to expose the motivation of visiting tourism-event and the attributes of tourism-event's post-image.
Third, to explain how these variables affect travelers' satisfaction and revisit intention.
Fourth, to test the difference among the degree of using tourism-event, demographic variable and satisfaction of respondents, revisit intention.
Fifth, to present implication about what kind of tourism-event travelers would like.
Previous research method and empirical research method were applied simultaneously in this study for achieving prior purpose.
For validating results, analytical methods such as frequency analysis, descriptive analysis, reliability analysis, factor analysis, regression analysis, path analysis, T-test analysis and ANOVA were used.
Give a full detail of analysis results briefly as follows.
First, the difference between motivation of visiting tourism-event and motivation of common tourism was revealed, and seven kinds of visiting motivation such as cultural experience, escape of routine, socialization and prestige, adventure-push and novelty, family togetherness, unique experience, and colleague affection were presented, furthermore seven kinds of attribute of forming post-image about tourism-event such as event program, historical and educational value, regional character, event information, event facilities, event guide and amenity, accessibility of event were showed up.
Second, first of all, the motivation about cultural experience is a major effective factor on visitors' satisfaction, and then in turn next effective factor on visitors' satisfaction is the motivation of adventurous mind and novelty, and the motivation of family togetherness in visiting motivation factors of 2000 Kwangju Biennale.
Third, event contents and program, event amenity and event guide system, and then accessibility of event were appeared in attributes of 2000 Kwangju Biennale post-image influence on 2000 Kwangju Biennale visitors' satisfaction.
Fourth, first of all, satisfied visitors for the first time visiting is most important, and then in turn the motivation of cultural experience and the motivation of family togetherness, the post-image about historical ㆍ educational value and event program are important in influential variables on 2000 Kwangju Biennale visitors' revisit intention.
Fifth, the result of differential analysis show that over thirty old years visitors' satisfaction is higher than others, and then the revisit intention of respondents working in agriculture ㆍ forestry ㆍ fishery is higher than others.
Implications about successful tourism-event as follows.
First, to raise the satisfaction degree of tourism-event's visitors by event program, facilities, and advertisement or commercial, so as to meet the needs of visitors' culture, provide adventure-push and novelty, attract family-unit visitors.
Second, to maintain high quality event program, perfect guide accommodations and convenient guide board, and then kind guide and cheerfulness of mood, so as to let visitors make a commitment to prior things to raise the degree of tourism-event visitors' satisfaction.
Third, because tourism-event visitors' satisfaction is different by age or different decision making, and revisit intention is also different by different age, by different job, by different information source, by different partner or the number of partner, so consider event contents to fit age and job, and then consider travel agent and newspaper magazine as information source will be effective.
Fourth, to add the attractive elements on its main program, we need 'something' to sightseeing, to eat and drink, to enjoy, shop and rest to many travelers, On this, it needs local inhabitants' active participant mind and owner mind, and then it will be necessary that continuously contact with neighborhood.

목차 (Table of Contents)

• Ⅰ. 서론 = 1
• 1. 문제의 제기 = 1
• 2. 연구의 목적 = 3
• 3. 연구의 방법 및 범위 = 4
• Ⅱ. 연구의 이론적 배경 = 7
• 1. 관광동기의 개념과 유형 = 7
• 1) 관광동기의 개념 = 7
• 2) 관광동기의 유형 = 11
• 3) 관광이벤트 방문동기 = 15
• 2. 관광자 만족 = 17
• 1) 관광자 만족의 개념 = 17
• 2) 관광자 만족의 형성과정 = 19
• 3) 관광동기에 따른 만족의 유형 = 23
• 4) 관광자 만족과 구매행동 및 재구매 행동 = 24
• 3. 관광이벤트 이미지 = 30
• 1) 관광이벤트의 개념 및 특성 = 30
• 2) 관광이벤트의 형성과정과 구성요소 = 33
• 3) 관광이벤트의 분류 = 36
• 4) 관광이벤트 이미지와 측정방법 = 38
• 5) 관광이벤트 이미지와 관광과의 관계 = 42
• 4. 선행연구의 종합 = 48
• 1) 관광이벤트 방문동기의 선행연구 = 48
• 2) 관광이벤트 이미지에 관한 선행연구 = 53
• 3) 관광자 만족에 관한 선행연구 = 54
• Ⅲ. 실증연구 = 60
• 1. 연구모형과 가설의 설정 = 60
• 1) 연구모형의 설계 = 60
• 2) 가설의 설정 = 60
• 2. 연구방법 = 62
• 1) 연구설계 = 62
• 2) 설문지의 설계 및 분석방법 = 63
• 3) 자료분석 방법 = 65
• 4) 변수의 조작적 정의 = 65
• Ⅳ. 실증조사의 분석과 결과 = 68
• 1. 표본의 일반적 특성 = 68
• 2. 측정도구의 신뢰성과 타당성 검증 = 70
• 1) 방문동기와 관광이벤트 속성 요인의 신뢰도 검증 = 70
• 2) 방문동기 요인과 관광이벤트 속성 요인의 타당성 검증 = 71
• 3. 각 변수들간의 차이 분석 = 76
• 1) 인구통계적 특성과 만족도간의 차이분석 = 76
• 2) 이용특성에 따른 만족도간의 차이분석 = 77
• 3) 인구통계적 특성에 따른 재방문 의도와의 차이분석 = 78
• 4) 이용특성에 따른 재방문 의도와의 차이분석 = 78
• 5) 연령에 따른 관광이벤트 방문동기 차이분석 = 79
• 6) 학력에 따른 관광이벤트 방문동기 차이분석 = 80
• 7) 직업에 따른 관광이벤트 방문동기 차이분석 = 81
• 8) 거주지에 따른 관광이벤트 방문동기 차이분석 = 82
• 9) 관광이벤트 사후 이미지속성 차이분석 = 82
• 4. 연구가설의 검증 = 87
• 1) 가설1의 검증 (관광이벤트 방문동기가 방문자 만족에 미치는 영향) = 88
• 2) 가설2의 검증 (관광이벤트 사후 이미지속성이 만족에 미치는 영향) = 89
• 3) 가설3의 검증 (방문자 만족이 재방문 의도에 미치는 영향) = 109
• 4) 가설4의 검증 (관광이벤트 방문동기가 재방문 의도에 미치는 영향) = 113
• 5) 가설5의 검증 (관광이벤트의 사후 이미지 속성과 재방문 의도에 미치는 영향) = 116
• 5. 분석결과의 종합 = 96
• Ⅴ. 결과 = 97
• 1. 연구의 요약 = 97
• 2. 연구의 결론 = 98
• 3. 연구의 한계 및 향후의 연구과제 = 99