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농촌관광 서비스품질, 체험, 이미지, 만족, 충성도 관계연구
한금주 ( Geumju Han ),류인평 ( Inpyomg Ryu ) 관광경영학회 2020 관광경영연구 Vol.100 No.-
This study aims at presenting implications for increasing the satisfaction of tourists in rural tourist sites through empirical analysis on how service quality and experience tourism affect image, satisfaction and loyalty for tourists visiting rural tourist sites in Jeollabuk-do. There is a purpose of. First, it was found that service quality had a significant effect on emotional and cognitive images. Confidence was found to have the greatest effect on emotional images, and reliability and tangibility were important factors in cognitive images. Second, service quality was found to have a significant effect on satisfaction. It is believed that it is necessary to improve the overall software service for tourists. Third, it was found that the tourism experience had a significant influence on the emotional and cognitive images. Fourth, it was found that tourism experience had a significant effect on satisfaction. All factors showed influence, and it can be seen that rural tourism is also a very important factor in the experience of experiencing rural culture, history and various stories. Fifth, the image was found to have a significant influence on loyalty. Both emotional image and cognitive image factors were shown to be important factors. Sixth, satisfaction was found to have a significant influence on loyalty. It is judged that the overall management of the satisfaction of visiting tourists is necessary.
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