내 , 외국인 관광객의 기념품 구매속성에 재 구매의사에 미치는 영향에 관한 연구 - 경주지역 방문객을 중심으로 = A Study of Repurchasing Intention of Tourism Souvenirs Purchase Attributes between Domestic and Foreign Tourists / Focused Gyeongju Area

다국어 초록 (Multilingual Abstract)

The results of the study are as follows: First, visiting cultural and historical sites was found to be the most frequent activities by tourists. This reflects the characteristics of Gyeongju, the ancient capital of the Shilla dynasty with a thousand year history. Second, the interrelationship between tourist activities and repurchasing intention of souvenirs were analyzed. The results show that visitors to cultural and historical sites were positively related to repurchasing intention of tourism souvenirs. By nationality, shopping activities were negatively related to repurchasing intention of souvenirs in Japanese tourists. However, there was no interrelationship between tourist activities and repurchasing intention of souvenirs in Western tourists. Third, the relationship between purchasing attributes and repurchasing intention was also explored. The results indicate that purchasing attributes such as characteristic, art and utility was statistically significant for all tourists. This finding implies that major factors of purchasing attributes have a positive influence on repurchasing intention of souvenirs to tourists visiting Gyeongju. By nationality, purchasing attributes of characteristic and utility were found to be statistically significant to Korean and Japanese tourists. Purchasing attributes of characteristic, art, and utility were found to be statistically significant to Western tourists. Finally, there are some limitations in this study. Firstly, this study could not review many articles with regard to tourism souvenir (purchasing behavior) due to a lack of literature. Secondly, this study researched the behavior of purchasing tourism souvenirs in the specific area of Gyeonju. So, future research needs to be conducted in other regions for generalization.