다크투어리즘의 스토리텔링 요소에 관한 연구 -제주 4.3평화공원을 중심으로- = A Study on Attributes of Dark Tourism Storytelling -Focus on JeJu April 3rd Peace Park-

다국어 초록 (Multilingual Abstract)

The present research aims to understand the effect of storytelling attributes on visit satisfaction and revisit intention in the JeJu April 3rd Peace Park as Dark Tourism. As such, we sought to identify the dimensions of storytelling attributes and in turn to examine the structural relationship between storytelling attributes, visit satisfaction, and revisit intention. An extensive review of the previous literature and empirical research were conducted. The empirical analysis was based on 275 responses. We tested the three attributes of theme, leaning, and experience by using Structural Equation Model and found that these three attributes had significant effects on both visit satisfaction and revisit intention. While both leaning and experience dimension positively affect revisit intention, theme had a negative effect. We also found a positive relationship between visit satisfaction and revisit intention. Finally, we provided some of theoretical and practical marketing implications based on these findings.