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애착도 조절효과를 중심으로 한 관광지 이미지와 재방문의도간의 영향관계 연구
여비 ( Yu Fei ),민보영 ( Min Bo-young ) (사)한국마이스관광학회(구 한국컨벤션학회) 2020 MICE관광연구 Vol.20 No.2
This study focused on the moderating effect of destination attachment(place identity, place dependence) in analyzing the influence of tourists' return visit intention according to tourist image. Through the previous study, the measurement variables for tourist image, revisit intention and destination attachment were derived, and regression analysis and adjusted regression analysis were performed using 237 parts of total valid samples for analysis. The findings are as follows: first, cognitive image and affective image, which belong to tourist image, had positive effects on revisit intention. Second, place identity and place dependence had moderating effects on the relation between cognitive image and revisit intention. These results showed that the development of new, unique and distinctive tourism products is very important not only for the development in tourism destination products but also for the planning, development and promotion of the tourism industry.