레스토랑의 e-Wom 특성이 시간 경과에 따른 방문의도를 중심으로 한 태도 및 방문의도에 미치는 영향

김성환,전영미,이지아 한국프랜차이즈경영학회 2022 프랜차이즈경영연구 Vol.13 No.2

Purpose: With the development of the Internet, consumers can quickly access the electronic word-of-mouth. Consumers seek to reduce uncertainty by referring to the opinions of other consumers about products and services when making purchase decisions. In the food service industry, evaluating a restaurant before an actual visitation is difficult. Therefore, electronic word-of-mouth is important to interact with the customer in restaurants. as it can be used as an exchange of information in which consumers participate and interact with other customers. This study was conducted to verify how online word-of-mouth characteristics (Consensus, Vividness, Neutrality) on attitudes and visit intention from the perspective of social exchange theory. And it was performed to verify the structural relationship between short-term visit intention, mid-term visit and long-term visit intention. Research design, data, and methodology: A survey was conducted on customers who have visited restaurants. Of a total of 312 responses, 306 responses were used, excluding insincere responses and missing values for factors analysis. SPSS 25.0 and AMOS 25.0 were used for statistical analysis, and hypothesis testing was conducted after verifying the validity and reliability of the questionnaire items. Result: The result of the analysis showed that, consensus and neutrality have a positive effect on attitude but not much on vividness. In addition, consensus, vividness, and neutrality have no effect on the short-term visit intention. Finally, the short-term visit intention has a positive effect on mid-term visit intention, and mid-term visit intention has a positive effect on long-term visit intention. Conclusions: Based on the results, this study suggested that it is necessary to have practical implications for marketing and monitoring restaurant reviews in consideration of the characteristics of electronic word-of-mouth. When managing electronic-word-of-mouth, it is necessary to manage the consensus and neutrality is essential to provide sufficient information about the restaurant. The focus should not only be on vividness, such as photos and videos. In addition, restaurants should also provide a good experience for first-time visitors as the short-term visit intention positively affects mid-term and long-term visit intention.

The Effects of Traditional Korean Restaurant's Well-Bing Attribute Selection on Customers' Re-Visitation and Word-of-Mouth Intention

Hee Jong Yang,Hang Sun Baek,Chan Hee Kim,Chung Sub Shin 한국유통과학회 2016 KODISA ICBE (International Conference on Business Vol.2016 No.-

This study analyzes what effects on restaurants' well-being attribute selection have on word-of-mouth intention. Based on the result, this study aims to provide basic data for establishing Korean restaurant's service strategy and marketing strategy. The researchers surveyed 350 customers who visited a Korean restaurant located in Kangbook, Seoul. We encoded gathered data and analyzed them using SPSS 17.0 statistics package program. Following are the analyzed results. First, under hypothesis 1 - Korean restaurant's well-being attribute selection will have a positive influence on re-visitation intention - it shows that sufficiency, healthiness, and steadiness have similar influence on re-visitation intention. Second, under hypothesis 2 - Korean restaurant's well-being attribute selection will have a positive influence on word-of-mouth intention - it shows that sufficiency, healthiness, environment, and steadiness have similar influence on word-of-mouth intention. Third, under hypothesis 3 - Korean restaurant's re-visitation intention will have a positive influence on word-of-mouth intention - it is considered that eliciting customer's re-visitation intention also has influence on word-of-mouth intention. It will be necessary to consult how to derive customer's re-visitation intention or word-of-mouth intention by considering factors which customers of traditional Korean restaurant value.

도시림 방문특성 및 방문의사에 영향을 미치는 요인 분석 -대구광역시를 대상으로-

장민숙,김주석,김근호 전북대학교 부설 휴양및경관계획연구소 2019 휴양및경관연구 (J East Asian Landscape Studies) Vol.13 No.3

본 연구는 대구광역시를 대상으로 하여 도시림의 방문특성을 분석하고, 도시림의 양적 수준, 접근성, 관리수준, 도시림의 기능 등이 도시림의 방문의사에 미치는 영향을 구명하는 것을 목적으로 하였다. 이를 위해 대구시민을 대상으로 한 설문조사를 통해 실증적 자료를 수집하였으며, 빈도분석, 상관분석, 요인분석, 다중회귀분석 등을 통해 분석하였다. 분석결과, 대구시민들은 1년에 한 번 이상(30.8%)이상 가족(41.4%)이나 친구/동료(39.4%)와 함께 주로 자동차(50.7%)를 이용해 도시림을 방문하며, 체재시간은 2-6시간 정도(52.8%)인 것으로 나타났다. 도시림이 대부분 도시외곽지역에 분포하기 때문에 자동차를 통해 방문하며, 체재시간이 다소 긴 것으로 해석된다. 도시림 방문의사에 영향을 미치는 요인 중 도시림의 기능(건강증진)에 대한 평가값(3.91)이 높게 나타났으며, 전반적으로 도시림이 가지는 물리적·환경적·휴양적 기능에 대해 긍정적으로 평가하고 있는 것으로 나타났다. 두 변수들 간의 관계에서는 방문의사는 도시림의 관리수준(0.463), 건강증진 기능(0.416), 정서적 안정감(0.414), 도시림의 양적수준(0.407)과 비교적 높은 상관관계를 가지는 것으로 나타났다. 도시림 방문의사에 영향을 미치는 요인에 대한 분석 결과, 접근성(0.322), 도시림의 관리수준(0.188), 양적 수준(0.124) 순으로 방문의사에 유의한 영향을 미치는 것으로 나타났다. 도시림의 기능에 대한 요인분석 결과 환경적 기능(0.324), 조절적 기능(0.246), 휴양적 기능(0.199)의 순으로 방문의사에 유의한 영향을 미치는 것으로 나타났다. 이러한 연구결과를 통해 생활권 내 쉽게 접근할 수 있는 도시림의 확보와 유지관리가 중요함을 확인 할 수 있었으며, 최근 도시 환경문제의 악화와 함께 도시림의 환경적 기능이 도시림 방문의사에 미치는 영향이 크다는 점을 알 수 있었다. 본 연구는 도시민 전체를 대상으로 하여 일반적인 도시림의 방문특성과 방문의사에 미치는 영향요인을 구명하고, 도시림이 가지는 환경적 기능, 휴양적 기능, 조절적 기능을 수요자 측면에서 평가했다는 점에서 의의가 있다. 또한 기존 연구와 달리, 도시림 방문의사를 통해 도시림을 평가했으며, 도시림의 방문의사와 도시림의 양적 수준, 접근성, 관리수준, 도시림의 기능 간의 관계를 구명했다는 점에서 차별성이 있다. This study aimed to analyze the attributes of visits to urban forests in Daegu, and investigate how the intention to visit is influenced by the quantitative level, accessibility, and function of the urban forests. To this end, a questionnaire survey was conducted among the citizens of Daegu to collect empirical data. The collected data were analyzed using frequency analysis, Pearson’s correlation analysis, factor analysis, and multiple regression analysis. The results showed that the citizens of Daegu usually visited urban forests by car(50.7%) once a year(30.8%) with family(41.4%) or friends(39.4%). The durations of their visits were between two and six hours(52.8%). Respondents reported that they drove because most urban forests are located on the outskirts of the city, which also explains why the durations of their visits were relatively long. Among the factors that influenced the intention to visit, improving health scored the highest. Respondents thought highly of the physical, environmental, and recreational functions of the urban forests. In the relationship between the two variables, the intention to visit was found to have a relatively strong correlation with the following factors: the management level of the urban forest, the function of improving health, the function of providing emotional stability, and the quantitative level of the urban forests. The analysis of factors that influenced the intention to visit revealed the following variables: accessibility(0.322), the level of urban forest management(0.188), and the quantitative level of the urban forests(0.124). The result of factor analysis on the function of the urban forest showed that intention to visit was influenced by the following variables: environmental function(0.324), regulatory function(0.246), and recreational function(0.199). Findings confirmed the significance of securing and managing urban forests that can be easily accessed from residential districts. Findings also showed that intention to visit the urban forest is greatly influenced by the worsening conditions in the urban environment, and the environmental functions of the urban forests. This study is significant because it identified the general attributes of visits to urban forests, as well as the factors that exerted influence on the intention to visit. It assessed the functions of the urban forest (environmental, recreational, and regulatory) from the perspective of visitors. In addition, this study is distinctive from previous studies because it made an assessment based on visit intention, and clarified the correlation of intention with quantitative level, accessibility, management level, and function.

관광객 방문동기에 따른 관광만족 및 행동의도 간의 차이 분석: 안동 월영교를 중심으로

전영록 ( Yeong Rok Jeon ) 대한관광경영학회 2015 觀光硏究 Vol.30 No.7

본 연구는 기존에 안동시가 지니고 있던 문화유산 중심의 관광특성과 다른 형태의 관광활동이 활성화됨에 따라 관광객 행동분석을 통해 그 배경을 밝혀내고자 시작되었다. 이를 위해 경상북도 안동시에 소재한 관광지인 월영교(月映橋)를 방문한 관광객의 동기요인을 파악하기 위해 시장세분화를 실시하였다. 또한 집단별 방문동기 요인이 관광만족과 행동의도에는 어떠한 영향을 미치고 있는지를 추가적으로 살펴보았다. 분석 결과 월영교 방문동기는 ‘고유성’, ‘친교성’, ‘문화성’, ‘일탈성’의 4가지 요인으로 도출되었고, 이에 따른 관광객 집단은 ‘일탈성’과 ‘친교성’ 요인값이 높게 나타난 ‘일탈·친교 추구 집단’,과 모든 항목이 평균이상 고르게 나타난 ‘다목적 추구 집단’ 2가지 유형으로 구분되었다. 이 두 집단은 연령, 방문횟수, 소득수준에 따라 집단별 특성차이가 나타났으며, 관광만족과 행동의도와도 유의한 차이를 나타냈다. 또한 방문동기 요인은 관광만족과 행동의도와 유의한 영향관계를 구축하고 있었다. 방문동기 요인 중 ‘고유성’요인이 관광만족에 가장 큰 영향을 미치는 것으로 나타났으며, ‘일탈성’요인이 향후 행동의도에 가장 큰 영향을 미치는 것으로 나타났다. 이러한 연구결과를 바탕으로 지방도시 관광자원 활성화 측면의 논의와 함께 현재의 월영교 개발정책을 진단하고 향후 발전방향에 대한 시사점을 제시하였다. 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.

농가맛집 재방문의사에 영향을 미치는 고객만족도와 메뉴만족도에 대한 방문형태(예약제, 상시제)의 조절효과 연구

김용일(Kim Yong Il),박모라(Park Mo Ra) 대한관광경영학회 2017 觀光硏究 Vol.32 No.4

본 연구는 최근 농촌의 6차 산업 주역으로 주목받고 있는 농가맛집의 운영 활성화 방안을 위한 농가맛집 방문객 대상 재방문의사와 고객만족도 및 메뉴만족도와의 관계를 분석하고 방문형태(예약제, 상시제)가 재방문의사에 조절효과를 파악하였다. 연구결과는 다음과 같다. 첫째, 농가맛집을 알게 된 경위는 지인(51.4%)이 가장 높은 빈도를 보이며 한 끼 평균 식사비는 2만원이하(61.5%), 방문목적은 주변 환경이 좋아서(32.3%) 방문 시 불편한 점은 표시판의 부족(39.8%) 등이 높게 나타났다. 방문형태(상시제, 예약제)에 따른 농가맛집 이용실태는 예약제의 경우 지인으로부터 정보를 얻고, 음식점 주변 자연환경이 좋아서 방문하는 반면 상시제로 운영하는 농가맛집은 인터넷을 통해 방문객이 많았다. 둘째, 방문형태(상시제, 예약제)에 따른 고객만족도, 메뉴만족도, 재방문의사 차이는 예약제에서 모두 높게 나타났다. 셋째, 고객만족도와 메뉴만족도는 재방문의사에 정(+)의 영향을 미친다. 넷째, 방문형태(상시제, 예약제)는 재방문의사 관계가 없는 것으로 분석되었다. 다섯째, 방문형태(상시제, 예약제)의 조절효과는 고객만족도와 재방문의사의 관계에서만 조절효과가 나타났다. This research analyzed the intention of revisit, customer satisfaction, and menu satisfaction ,targetted at visitors to farmhouse restaurant, and whether the types of visit(reservation, regular) has a significant effect on revisit intention to revitalize and expand farmhouse restaurants that are getting attention recently as a main actor of recent Sixth Industry. The results are as follows, First, about the way that the visitors had known the farmhouse restaurants, acquaintance(51.4%) showed the highest frequency of all. About the average cost of a one meal, less than 20000won (61.5%) was the highest, and about the purpose of the visit, the environment was good(32.3%) was the highest. About the uncomfortable point, lack of sign(39.8%) showed the highest frequency. Used status of the farmhouse restaurant differed significant depending on the 2 way system(reservation, regular). In case of reservation system, the visitors got information form their acquaintances and visited when surrounding natural environment of the restaurants was good. In case of regular system, visitor got information from the Internet and visited during their trip. Second, in a question about customer satisfaction, menu satisfaction, and revisiting intention regarding the types of visit, reservation system showed higher influence of the tree items than regular system(customer satisfaction, menu satisfaction, revisiting intention. Third, it was concluded that customer satisfaction and menu satisfaction made a positive influence on revisiting intention. Fourth, types of visit(reservation, regular) did not have any influence to revisiting intention. Fifth, the moderating effect of types of visit(reservation, regular) had an influence only on customer satisfaction and revisiting intention. Especially, as types of visit does not have an influence on revisiting intention, it was concluded that types of visit worked as a pure moderating variable.

The Analysis of a Causal Relationship of Traditional Korean Restaurant’s Well-Bing Attribute Selection on Customers’ Re-Visitation and Word-of-Mouth

백항선,신충섭,이상윤 동아시아경상학회 2016 The East Asian Journal of Business Economics Vol.4 No.2

This study analyzes what effects does restaurant’s well-being attribute selection have on word-of-mouth intention. Based on the result, this study aims to provide basic data for establishing Korean restaurant’s service strategy and marketing strategy. The researchers surveyed 350 customers who visited a Korean restaurant located in Kangbook, Seoul. We encoded gathered data and analyzed them using SPSS 17.0 statistics package program. Following are the analyzed results. First, under hypothesis 1 – Korean restaurant’s well-being attribute selection will have a positive influence on re-visitation intention – it is shown that sufficiency, healthiness, and steadiness have similar influence on re-visitation intention. Second, under hypothesis 2 – Korean restaurant’s well-being attribute selection will have a positive influence on word-of-mouth intention – it is shown that sufficiency, healthiness, environment, and steadiness have similar influence on word-of-mouth intention. Third, under hypothesis 3 – Korean restaurant’s re-visitation intention will have a positive influence on word-of-mouth intention – it is considered that eliciting customer’s re-visitation intention also has influence on word-of-mouth intention. We will be necessary to consult how to derive customer’s re-visitation intention or word-of-mouth intention by considering factors which customers of traditional Korean restaurant value.

축제 서비스요인이 방문객 만족도와 지역관광에 미치는 영향

정강환(Jeong, Gang-Hoan),안정하(An, Jeong-Ha),임명재(Lim, Myoung-Jae) 한국문화산업학회 2012 문화산업연구 Vol.12 No.4

The purpose of this study is to identify the effects of festival service quality factors on festival visitors" satisfaction, local culture perception and local tourism visiting intention, In order to achieve the objectives of the study, the survey was conducted towards visitors who attended Hampyeong Butterfly Festival. Three festival service quality factors in terms of festival product and food, information service and other facilities were derived from factor analysis. According to the analysis, it was found that festival product and food and information service positively affected recognition of local cultural tourism and visiting intention to nearby region. At the same time, festival visitors" satisfaction also had direct positive effects on recognition of local cultural tourism and visiting intention to nearby region. According the results, some practical implications and suggestions were proposed to festival managers for the development of festivals. The purpose of this study is to identify the effects of festival service quality factors on festival visitors" satisfaction, local culture perception and local tourism visiting intention, In order to achieve the objectives of the study, the survey was conducted towards visitors who attended Hampyeong Butterfly Festival. Three festival service quality factors in terms of festival product and food, information service and other facilities were derived from factor analysis. According to the analysis, it was found that festival product and food and information service positively affected recognition of local cultural tourism and visiting intention to nearby region. At the same time, festival visitors" satisfaction also had direct positive effects on recognition of local cultural tourism and visiting intention to nearby region. According the results, some practical implications and suggestions were proposed to festival managers for the development of festivals.

프로축구 관중의 경기장 시설 만족도 및 재 관람 의사와의 관계

조한범(Cho han-beom),신명용(Shin myoung-yong),김미향(Kim mee-hyang),강성현(Kang sung-hyun) 한국스포츠산업경영학회 2003 한국스포츠산업경영학회지 Vol.8 No.3

본 연구는 프로축구 관중의 경기장 시설 만족도 및 재 관람 의사와의 관계를 연구하기 위하여종합경기장인 부천, 성남구장과 축구전용구장인 수원, 전주구장을 방문하여 관중을 대상으로 "프로축구 경기장 시설과 관중의 만족도 및 재 관람 의사와의 관계에 관한 설문조사"라는 설문지를 배포하였다. 700부를 배포하여 수거된 설문지 중 자료처리에 사용한 설문지는 총 686부이며 SPSS WIN 10.0한글을 활용하여 자료처리 하였다. 유의도 수준은 a<.05로 하였으며 빈도분석, 일원변량분석(one-way ANOVA), T-검증, 단순선형회귀분석(simple linear regression)등으로 분석, 자료 처리하였다. 이상의 연구방법 및 자료분석을 토대로 얻어진 결과는 다음과 같다. 첫째, 관중의 인구통계학적 특성과 경기장 시설 만족도와의 관계의 경우 성별은 전광판 만족, 청결 만족, 주차시설 만족, 관람시야 만족에서 유의한 차이를 나타냈다. 연령은 주차시설 만족에서만 유의한 차이를 나타내는 것으로 나타났고 나머지 전광판 만족, 청결 만족, 좌석 만족, 관람시야 만족은 차이가 없는 것으로 나타났다. 월 평균소득은 전광판 만족, 청결 만족에서 유의한 차이가 있는 것으로 나타났으며 주차장 만족, 좌석 만족, 관람시야 만족은 차이가 없는 것으로 나타났다. 관람 형태에 따라서는 좌석 만족에서만 유의한 차이를 보이는 것으로 나타났다. 전광판 만족, 청결 만족, 주차시설 만족, 관람시야 만족에서는 차이를 보이지 않았다. 둘째, 관중의 인구통계학적 특성과 재 관람 의사와의 관계는 성별과 연령에서 유의한 차이를 보이는 것으로 나타났다. 월 평균소득과 관람형태는 통계적으로 유의한 차이를 보이지 않았다. 셋째, 종합경기장과 축구전용구장 관중의 시설 만족도의 차이는 전광판, 청결성, 주차시설, 좌석, 관람시야 등 모든 경기장 시설 요인에서 축구전용구장의 관중이 종합경기장의 관중에 비해 더 만족하고 있다. 넷째, 종합 경기장과 축구전용구장 관중의 재 관람 의사의 차이는 두 집단간 평균값에 통계적으로 유의한 차이가 있는 것으로 나타났다. 축구전용구장(3.9073)의 관중이 종합경기장(3.1737)의 관중보다 재 관람 의사가 높다. 다섯째, 프로축구 경기장 시설 만족도와 관중의 재 관람 의사와의 관계는 청결 만족, 관람시야 만족, 좌석 만족, 주차시설 만족, 전광판 만족 순으로 나타났다. 변수들의 유의확률은 전광판 만족은 유의확률이 01 이하로, 나머지 변수들은 .001이하로 나타나 각각의 변수는 재 관람 의사에 유의미한 영향을 미치는 변수인 것으로 나타났다. The purpose of this study is to investigate the relationship between stadium facilities of professional football and spectator's satisfaction and re-visiting intention. As methodology, questionnaire survey in the name of 'Survey on the Relationship Between Stadium Facilities of Professional Football and Spectator's Satisfaction and Re-visiting Intention' was conducted to spectators in the Bucheon and Seongnam stadium as a type of sports complex and Suwon and Jeonju stadium as a type of football-exclusive stadium. Among 700 questionnaires, 686 were gathered to data handling and SPSS WIN 10.0 was used for it. At the significance level of α<.05, the frequency analysis, one-way ANOVA, T-test and Simple Linear regression analysis were applied for. Based on above methods and data analysis, the results are shown like followings; First, there is significant difference between demographic characteristics of spectator and degree of satisfaction at stadium facilities. In detail, in sex factor, there is significant difference of the satisfaction at electric sign, cleanness, parking facilities and visibility. In age factor, there is significant difference of only satisfaction at parking facilities excluding electric sign, cleanness, seat and visibility. In monthly income factor, there is significant difference of satisfaction at electric sign and cleanness not parking facilities, seat and visibility. In the inspection type, there is significant difference of only satisfaction at seat. Second, there is significant difference between demographic characteristics and re-visiting intention. On the contrary, in monthly income and inspection type factor, there is no significant difference. Third, regarding to the difference of facilities satisfaction between sports complex and football-exclusive stadium, there is significant difference of average level of satisfaction at electric sign, cleanness, parking facilities, seat and visibility between two groups. In overall factors, a football-exclusive stadium shows higher degree of satisfaction than sports complex. Fourth, there is significant difference of average level of re-visiting intention between two groups. Spectators of football-exclusive stadium(3.9073) show more positive opinion than those of sports complex(3.1737). Fifth, regarding to relationship between satisfaction at stadium facilities and re-visiting intention, the satisfaction at cleanness is the most important factor and visibility, seat, parking facilities and electric sign follows in order. P-value of each variable to re-visiting intention is shown as below .001 except for satisfaction at electric sign(below .01). Therefore, it can be said that each variable represents significant correlation of re-visiting intention between each other, which means they are influenced each other.

퍼블리시티의 설득지식과 SNS 구전행동이 관람의도에 미치는 영향

이소영 ( Soyoung Lee ),안병주 ( Byongju An ) 아시아문화학술원 2018 인문사회 21 Vol.9 No.5

본 연구의 목적은 퍼블리시티의 설득지식과 SNS 구전행동이 관람의도에 어떠한 영향을 미치는지 알아보고자 하였다. 연구대상은 서울시의 20-40대 183명이었다. 사용된 측정도구는 설득지식, SNS 구전행동, 관람의도 척도이다. 연구결과는 다음과 같다. 첫째, 설득지식, SNS 구전행동, 관람의도는 서로 정적 상관이 있었다. 둘째, 일반적 특성에 따라서 설득지식은 가족의 월평균 소득과 차이가 있었으며, 관람의도는 성별, 연령에서 유의미한 차이가 있었다. 셋째, 설득지식과 SNS 구전행동은 관람의도에 정적인 영향을 미쳤다. 이는 퍼블리시티의 설득지식과 SNS 구전행동이 관람의도를 높이는 요인으로 작용함을 시사한다. 이러한 연구결과를 토대로 관람의도를 높이기 위한 설득지식과 SNS 구전행동에 대해 논의하였다. The aim of this study is to examine the effect of persuasion knowledge of publicity and SNS WOM behavior on visiting intention. The subjects of this study were 183 people in 20-40 age group in Seoul. In this study, persuasive knowledge, SNS WOM, and visiting intention scales were used. The results were as follows: First, Persuasion knowledge, SNS WOM behavior, and visiting intention were positively correlated with each other. Second, according to general characteristics, persuasion knowledge was different from monthly income of family, and visiting intention had significant difference in gender and age. Third, persuasion knowledge and SNS WOM behavior had a statistically significant effect on visiting intention. These results suggest that knowledge of persuasion and SNS WOM behavior act as a factor to increase visiting intention. Based on the results of this study, we discussed persuasion knowledge and SNS WOM behavior to increase the visiting intention.

관광지 방문경험에 따른 관광태도 및 방문의도 연구: 중국인 최초방문자와 재방문자의 비교를 중심으로

주위,위주연 (사)한국관광레저학회 2022 관광레저연구 Vol.34 No.5

This study aims to understand the effect of visit experiences on tourist attitudes and the differences in tourist attitude between first-time visitors and repeat visitors. Additionally, it intends to identify the influence of attitudes of first-time and repeat visitors on intention to visit, according to visit experiences through a systematic analysis of Chinese visitors' experiences of visiting Korea. The empirical analysis was operated using the SPSS WIN Ver. 22.0 statistical package program after the questionnaire was collected, and the survey was conducted to 302 residents in China from 1 August to 15 August in 2021. Findings revealed that there exists direct impact among visit experiences, attitudes and intention to visit. The results of the difference analysis on the attitude and intention to visit of the first visitors and repeat visitors show that repeat visitors have higher intention to visit with more positive attitude towards Korea, which bears valuable theoretical and practical contributions and implications for destination marketing.