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다크투어리즘 관광지의 스토리텔링을 통한 브랜드가치와 고객행동 연구
노정연(Jung Yeon Noh),김영규(Young Kyu Kim) 한국관광연구학회 2015 관광연구저널 Vol.29 No.6
It is the intention of this study to identify the meaning of dark tourism and to investigate the causal relationship and key constructs associated with variables such as storytelling, brand value, destination awareness and customers’ behavior. Data was collected from visitors to three key dark tourism destinations such as Jeju 4.3 Peace Park, Daegu Safety Theme Park, and Seoul South Gate from August 15th, 2014 till September 15th, 2014. Out of 350 questionnaires distributed, 331 questionnaires were finally used for further statistical analysis. Suggestions from this study is as follows; firstly, professionals carefully manage the flow of visitors’ traffic and check the content of information boards and revise them if necessary. Through this process, visitors to those destinations feel more committed to the sites and contents associated with those. Secondly, it is suggested that organizers review the findings from the statistical analysis on customers’ behavior and utilize human aspects in delivering those message through appropriate storytelling techniques so that visitors take parts in sharing their memories and experience from those sites. Finally it is recommended that professionals restructure the messages delivered to these visitors so that they can wholeheartedly remember and share the knowledge and information gained from visitors to these sites with others.
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