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- 저자 : 전영록 ( Yeong Rok Jeon ) (검색결과 1 건)
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관광객 방문동기에 따른 관광만족 및 행동의도 간의 차이 분석: 안동 월영교를 중심으로
전영록 ( Yeong Rok Jeon ) 대한관광경영학회 2015 관광연구 Vol.30 No.7
The aim of this study was to investigate the differences between satisfaction and behaviral intention according to visiting motivation of tourists. We examined whether the effect on tourists motivation to satisfaction and behaviral intention. To achieve the study goal effectively, we conducted literature reviews about visiting motivation, market segmentation, tourism satisfaction and behavioral intention. Moreover, we made 3 hypothesizes and questionnaire survey was made targeting tourists visiting the Wolyeonggyo in Andong. Totally 332 copies of survey were collected, excluding 20 copies, 312 copies were used in analysis. The result of the analysis are as follow. First, we obtained 4 dimensions of motivation, which are authentic, friendly, cultural, deviant factor from factor analysis. Second, we carried out cluster analysis, through tourists type according to visiting motivation., it was classified into 2 clusters such as ‘deviant·friendly seekers’, ‘multi-purpose seekers’. Third, significant differences in the relations of visiting motivation, tourism satisfaction and behavioral intention. Fourth, the visiting motivation has significant effects on tourism satisfaction and behavioral intention were analyzed. Finally, multi-purpose seekers reporting higher level of satisfaction and more likely to revisit with visiting motivation such as authentic factor or deviant factor. In addition to these primary findings, the study discusses the range of local tourism and tourists behavior.
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