관광지 매혹감, 관광지 관여도 및 관광지 충성도 간의 관계연구: 문화적응을 매개변수로 = Relationships between Destination Fascination, Destination Involvement, and Destination Loyalty: Acculturation as a Mediator

다국어 초록 (Multilingual Abstract)

A traditional village has served as a key cultural tourism resource. Quality cultural tourism experiences help tourists have “fascinating experiences” that can not only promote involvement with the destination but also enhance their loaylty to tourist destination. Furthermore, tourists’ involvement in a cultural resource can cause them to become acculturated to the local culture, which can also enhance their destination loyalty.
Thus, this study aimed to demonstrate such relationships by including the factors of destination fascination (DF), destination involvement (DI), acculturation, and destination loyalty. Specifically, the sequential relationship of DF, DI, and destination loyalty was identified. Acculturation was adopted as a mediator of the relationship between DI and destination loyalty. The research was conducted at Bukchon Hanok Village, South Korea, by targeting Chinese tourists. An on-site and online survey was conducted. To demonstrate relationships, partial-least-square structural equation modeling was conducted. Results showed that among three sub-dimensions of DF, destination fitness and attractiveness were significantly related to DI, but destination uniqueness was not. In addition, while a positive relationship was identified between DI and destination loyalty, acculturation partially mediated the relationship. The conclusion discussed theoretical and practical implications.

국문 초록 (Abstract)

전통 마을을 활용한 문화관광은 전 세계적으로 가장 인기 있는 관광상품이다. 양질의 문화관광경험은 관광객으로 하여금 매혹감을 느끼게 할 수 있으며, 이는 곧 관광지에 대한 관여도를 높일 뿐만 아니라, 궁극적으로는 관광지 충성도를 높이는데 기여할 수 있다. 특히 관광객의 문화자원에 대한 관여도는해당 국가의 문화에 대한 적응도를 높일 수 있으며, 이 또한 관광지 충성도를 높이는데 기여할 수 있다.
이에 본 연구에서는 관광지 매혹감, 관광지 관여도, 관광지 충성도 및 문화적응 간의 관계에 대한 연구를진행하였다. 구체적으로 관광지 매혹감, 관광지 관여도, 관광지 충성도의 순차적 관계에 대해 알아보았으며, 문화적응은 관광지 관여도와 관광지 충성도 간의 매개변수로 포함하였다. 연구는 북촌 한옥마을을 방문한중국인 관광객을 대상으로 진행하였으며, 대면설문과 온라인 설문을 동시에 사용하였다. 위 관계를 증명하기 위해 PLS 구조방정식모형 분석기법을 사용하였다. 그 결과 매혹감의 하위 측정 변수 중, 관광지 적합성과관광지 매력성은 관여도와 유의미한 정(+)의 관계를 가졌으나, 관광지 독특성과는 관계가 없었다. 또한 관광지 관여도와 관광지 충성도는 유의미한 정(+)의 관계를 나타냈으나, 문화 적응이 이 두관계를 부분적으로매개하였다. 결론파트에서는 이론적, 실천적 시사점을 도출하였다.

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