장소마케팅을 통한 도시이미지가 방문자의 만족도와 행동의도에 미치는 영향연구 : 서울시 인사동 문화지구를 중심으로 = Effects of City Image Through Place Marketing on Visitor Satisfaction & Behavioral Intention

다국어 초록 (Multilingual Abstract)

ABSTRACT


Yeon-Jung Eun
Department of Tourism Management
The Graduate School of Woosong University



The purpose of this study, intended to research on urban image affecting satisfaction degree and behavioral intention of visitors through locality marketing with targeting the visitors of cultural district of Insa-dong, was to provide an academic and practical suggestion for visitors' features and behavior by analyzing urban image affecting satisfaction degree and re-visit intention of the visitors through locality marketing with targeting visitors from the sphere of Japanese, Chinese and English speaking people by dividing visitors into domestic and overseas case.
In order to achieve this objective, research on literature and positivism was carried out in parallel. In a literature study, type of locality and composition factor of urban image were established. In a positive research, questionnaire survey was performed with targeting visitors of Insa-dong based on factors deduced from literature study. In order to evaluate data of this study, analyses for frequency, factor, reliabilities and multi regression was carried out by using SPSS 12.0 statistic package.
Main analytic result of this study is as follows.
First, it was observed that in the local case, factor of locality marketing that affects urban image strengthening was exercising a useful influence over matter of attraction and factor of urban regeneration but in the overseas case, it was exercising a useful influence over the factors of identity, quality of life, economy, cultural tourism and matter of attraction. In terms of urban image transformation in the local case, identity, economy, matter of attraction, factor of urban regeneration were affected thereby whereas in the overseas case, quality of life, matter of attraction, factor of urban regeneration were influenced thereby as well. In addition, in terms of urban image creation in the local case, identity, quality of life, matter of attraction and factor of urban regeneration were affected thereby while in the overseas case, quality of life, cultural tourism, matter of attraction and factor of urban regeneration were affected positively, respectively. In conclusion, type of locality marketing had influenced a positive effect on urban image regardless of local or overseas case.
Second, it was evaluated that urban image affecting visitors' satisfaction degree was a strengthening factor in the local case and strengthening and transformation factor was influenced thereby in the overseas case while urban image affecting visitors' behavioral intention was a strengthening, transformation factor in the local case and it was influencing over three factors including strengthening, transformation and creation in the overseas case.
Third, it was identified that locality marketing attributes that affects word satisfaction degree was a factor of identity, economy, matter of attraction and urban regeneration in the local case and identity, quality of life, economy, matter of attraction and factor of urban regeneration were affected thereby in the overseas case and locality marketing attributes that affects behavioral intention was a factor of identity, matter of attraction and urban regeneration in the local case and identity, quality of life, cultural tourism, matter of attraction and urban regeneration were affected thereby in the overseas case.
In particular, in case of factors like identity, matter of attraction and urban regeneration, it was confirmed that these factors was influencing over satisfaction degree and behavioral intention of the visitors both at home and abroad.
Each type of factors of locality marketing could be classified based on this result depending on which factor will stand out most conspicuously and each factor will not stand out exclusively and therefore it is recommendable to make use of these factors with concerted combination by mobilizing creativity and imagination.

목차 (Table of Contents)

• Ⅰ. 서 론 1
• 1. 연구배경과 연구목적 1
• 가. 연구배경 1
• 나. 연구목적 2
• 2. 연구범위와 방법 4
• 가. 연구범위 4
• 나. 연구방법 5
• Ⅱ. 이론적 배경 7
• 1. 장소마케팅의 이론 7
• 가. 장소와 장소성 7
• 나. 장소마케팅의 등장배경 8
• 다. 장소마케팅의 개념 10
• 라. 장소마케팅의 유형 12
• 2. 도시이미지의 이론 16
• 가. 이미지와 도시이미지의 개념 16
• 나. 도시이미지의 구성요소 16
• 다. 도시마케팅과 장소마케팅 19
• 3. 방문자의 만족도와 행동의도의 이론 21
• 가. 방문자의 만족도의 개념 21
• 나. 방문자의 행동의도의 개념 및 정의 23
• 4. 선행연구 검토 24
• Ⅲ. 연구모형과 조사 설계 28
• 1. 연구모형 및 가설설정 28
• 가. 연구모형 28
• 나. 가설설정 29
• 2. 조사설계 30
• 가. 조사절차 30
• 나. 조사방법과 조사기간 30
• 3. 설문지 구성 및 분석방법 31
• 가. 설문지 구성 32
• 나. 설문지 분석방법 34
• 1) 데이터 코딩 34
• 2) 분석방법 34
• Ⅳ. 분석결과 35
• 1. 일반적인 통계적 특성 35
• 가. 표본의 인구통계적 특성 35
• 나. 방문실태 특성 37
• 2. 신뢰도 분석 38
• 가. 장소마케팅속성의 신뢰도 분석 39
• 나. 도시이미지의 신뢰도 분석 40
• 3. 측정척도의 타당성 검증 40
• 4. 가설검증 44
• 가. 가설 1의 검증 44
• 나. 가설 2의 검증 48
• 다. 가설 3의 검증 50
• 5. 실증분석 결과 53
• Ⅴ. 결론 55
• 1. 요약 및 시사점 55
• 2. 연구의 한계 및 제언 57
• 참고문헌 59
• 설 문 지 63
• ABSTACT 83