경주지역 관광객의 관광동기와 재방문객 유치를 위한 방안에 관한 연구 = Tourism Motivations of Visitors to the Gyeongju and Measures to Attract Repeat Visitors

다국어 초록 (Multilingual Abstract)

The purpose of this study is to invigorate tourism in Gyeongju by boosting the loyalty to Gyeongju tourism through repeat visits of those who have visited the city and securing regular visitors. To this end, factors for a repeat visit to Gyeongju were established through empirical analysis, and among them, those with positive effects on repeat visits to the city were identified. The results of empirical analysis are as follows. First, we examined the correlation between the clusters of tourism motivations and the factors for repeat visits to Gyeongju. The results revealed that there were significant differences according to the cluster in terms of all of five tourism motivations. Second, we empirically analyzed the effects of the factors for repeat visits to Gyeongju on repeat visit intention. The results showed that the factors of service, traffic convenience, promotion, and amusement had effects on repeat visit intention. The factor of promotion had the most positive effects, followed by traffic convenience and service. The factor of amusement had negative effects on repeat visit intention.