관광지 재방문의사결정에 대한 친숙도와 진기성의 조절효과에 관한 연구

다국어 초록 (Multilingual Abstract)

This study investigated the role of familiarity and novelty for a tourism place in the decision-making a revisit. The main purpose of this study was to identify moderating effects of the familiarity and novelty on the relationship among perceived quality, satisfaction, and revisit intention. To accomplish the objectives, data were collected by tourists who visited in Japan from October 30 to November 5, 2012, and were analyzed such statistical tests as descriptive analysis, reliability test, confirmatory factor analysis, and two-way analysis of variance, ANOVA. The study results showed that travelers, who have a higher level of familiarity with a tourism place, are lowly satisfied with the place if the quality of tourism is perceived as a low level, but highly satisfied in a high level of tourism quality perceived. This findings imply that the impact of tourism quality on travelers` satisfaction is moderated by the familiarity. The analysis about role of familiarity between satisfaction and revisit intention revealed that travelers seeking a higher level of familiarity is more positive about revisit intention regardless the level of their tourism satisfaction. Also, travelers seeking a high level of novelty for a tourism place, are more satisfied in their travel than travelers seeking a low level of novelty. If travelers are being with a low satisfaction, a higher level of novelty seeking among travelers are more positive about revisit intention than travelers being with a low level of novelty. However, when travelers are being with a high satisfaction, they are more negative about revisit intention than travelers being with a low level of novelty. In this context, the impact of satisfaction on the revisit intention could be moderated by the novelty. The study results, eventually, identified that tourists who have a high level of familiarity with and novelty for a tourism place, are associated with more polarized responses compared to tourists who have a low level of novelty and familiarity

참고문헌 (Reference)

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