여행의 질과 관광지 이미지가 관광객 만족과 행동의도에 미치는 영향에 관한 연구

Abstract

The purpose of this paper is to find ways of enhancing Chinese inbound tourists satisfaction and exerting positive influence on their future behavioral intentions, I have exemined how the tourism quality and destination image of Korea affect tourist satisfaction, and whether this satisfaction differs by demographic characteristics. I have investigated how tourist satisfaction influences tourist behavioral intentions regarding revisitation, recommendation, and image improvement. I have probed which tourism quality attributes and destination image elements most impact tourist satisfaction. The research model used in this paper have been verified by empirical methods. The results are as follows: tourism quality had partially positive influences on tourist satisfaction. Specifically, destinations and activities, travel package quality, and travel agencies and guides influenced tourist satisfaction, but accommodations and transportation had no effect. Destination images had a positive influences on tourists satisfaction. Demographic characteristics were significantly different only by gender on tourist satisfaction. No differences were noted by educational background, age, and income level. Tourist satisfaction had a positive influenced on tourist behavioral intentions. Although Korea remains tha favored destination for Chinese inbound tourists, tourist satisfaction is not very strong. To enhance tourist satisfaction, intensive efforts will need to be made, extending from tourist first point of contact in Korea to the last, and possibly invloving relevant national and local government agencies, travel-related industries, airline companies, etc. Such enhancement in tourist satisfaction will lead to continued influx of tourists, as it will positively affect behavioral intentions.