예비노인과 노인이 지각한 관광목적지로서의 경상북도의 브랜드자산에 관한 연구

하동현,손삼호 한국항공경영학회 2009 한국항공경영학회지 Vol.7 No.3

The purpose of this study was to examine the relationship between tourist destination brand equity and its antecedents, advertising, tourism price and attributes sought, and the relationship between tourist destination brand equity and its consequences, tourist destination loyalty, and the relationship between antecedents of tourist destination brand equity and tourist destination loyalty, perceived by senior citizen and preliminary senior citizen as tourists. The sampling areas were Gyeongju, Andong and Goryeong. The research findings were first, advertisement, tourism price and attributes sought affected tourist destination brand equity and tourist destination loyalty respectively and second, tourist destination brand equity influenced tourist destination loyalty. Therefore, it can be said that, to attract more tourists, marketers of tourist destinations should create good impressions to senior citizen and preliminary senior citizen as tourists, by advertising, tourism price, and attributes sought, and make them better appreciate components of tourist destination brand equity. Consequently, the better evaluation of tourists on those variables means the more intention of them to revisit a particular destination. It is concluded that if local governments take practical actions based on the results of this study to enhance their own brand equity, they could expect various positive outcomes on their destination marketing.

예비노인과 노인이 지각한 관광목적지로서의 경상북도의 브랜드자산에 관한 연구

허동현 ( Dong Hyun Ha ),손삼호 ( Sam Ho Sohn ) 한국항공경영학회 2009 한국항공경영학회지 Vol.7 No.3

The purpose of this study was to examine the relationship between tourist destination brand equity and its antecedents, advertising, tourism price and attributes sought, and the relationship between tourist destination brand equity and its consequences, tourist destination loyalty, and the relationship between antecedents of tourist destination brand equity and tourist destination loyalty, perceived by senior citizen and preliminary senior citizen as tourists. The sampling areas were Gyeongju, Andong and Goryeong. The research findings were first, advertisement, tourism price and attributes sought affected tourist destination brand equity and tourist destination loyalty respectively and second, tourist destination brand equity influenced tourist destination loyalty. Therefore, it can be said that, to attract more tourists, marketers of tourist destinations should create good impressions to senior citizen and preliminary senior citizen as tourists, by advertising, tourism price, and attributes sought, and make them better appreciate components of tourist destination brand equity. Consequently, the better evaluation of tourists on those variables means the more intention of them to revisit a particular destination. It is concluded that if local governments take practical actions based on the results of this study to enhance their own brand equity, they could expect various positive outcomes on their destination marketing.

관광지 친숙성이 관광지 이미지 및 관광지 신뢰, 관광지 충성도에 미치는 영향

안대희,유순호 (사)한국관광레저학회 2019 관광레저연구 Vol.31 No.9

The purpose of this study is to suggest the relationship between the familiarity of tourist destination and the image of tourism destination, the trust of tourist destination, and the loyalty of tourist destination. To this end, the survey was conducted from March 1 to March 30, 2019, for Koreans who visited Jeju Island. The subjects of the questionnaire were limited to domestic visitors who visited Jeju Island in 2018. The questionnaires were used especially for those who agreed to the questionnaire, and after the purpose of the questionnaire was adequately addressed, the questionnaire was conducted in a self-replicating manner. As a result of the survey, 400 copies were distributed and 360 copies were collected. Of these, 340 were used for the analysis, except for ones that responded brusquely or had a questionnaire for the purpose of the study. As a result, first, familiarity of sightseeing spots has a positive effect on sightseeing spot image. Second, it has a positive effect on the confidence of tourist destination. Third, the familiarity of sightseeing spots has a positive effect on tourism loyalty. Fifth, tourist destination images have a positive effect on tourist destination trust. Sixth, tourism image has a positive effect on tourism loyalty. Seventh, it was found that tourism trust positively affects tourist loyalty.

관광객의 해외여행 목적지 선택에 미치는 영향요인에 관한 연구

이현호 ( Lee Hyun-ho ),이훈영 ( Lee Hoon-young ) 한국고객만족경영학회 2019 고객만족경영연구 Vol.21 No.4

본 연구에서는 국내 관광객들의 최근 해외여행 목적지 빈도를 분석 후 주요 6개 국가(지역)를 선정하고 관광객들의 여행목적에 따라 목적지 국가(지역)가 어떤 영향을 받는지, 그리고 관련 요인들 또한 어떤 특징을 보이는지를 조건부 로지스틱 회귀분석을 통하여 분석하였다. 첫째, 본 모형의 종속변수에 해당하는 관광목적지 빈도는 전체적인 수준에서 유럽(23.8%)을 선택한 관광객들이 가장 많은 것으로 나타났다. 연구결과, 관광객들은 관광 현지시설 및 편의성, 쾌적성, 접근성에 매력을 느끼는 것으로 나타났다. 둘째, 이국적 이미지를 추구하는 관광객들은 유럽(34.9%)을 선택한 관광객들이 가장 많은 것으로 나타났다. 이국적 이미지를 추구하는 관광객들은 접근성, 볼거리에 매력을 느끼는 것으로 나타났으며, 타인의 관광지 평가도 참고하는 것으로 나타났다. 셋째, 자연경관을 추구하는 관광객들은 북미(26.0%)를 선택한 관광객들이 가장 많은 것으로 나타났다. 자연경관을 추구하는 관광객들은 접근성이나 시설 및 편의성이 불편하더라도 어느 정도 불편을 용인할 수 있는 것으로 나타났다. 넷째, 문화탐방을 추구하는 관광객들은 유럽(19.8%)을 선택한 관광객들이 가장 많은 것으로 나타났다. 문화탐방을 추구하는 관광객들은 볼거리를 가장 중요하게 생각하면서 관광지에 대한 타인의 평가, 교통의 편리성을 중요하게 생각하는 것으로 나타났다. 또한 휴양/휴식 추구형의 경우 한곳에 머물며 휴식을 취하기 때문에 관광의 요소보다는 좋은 자연환경을 배경으로 맛있는 음식을 더 중요하게 생각하는 것으로 나타났다. 기존 관광관련 많은 연구들은 관광지 선택속성, 만족도, 재방문의도, 구전의도, 이미지 결정인자 모형 등의 영향관계를 주로 분석하는 이론중심 연구였다. 그러나 본 연구에서는 위와 같이 관광객들이 실질적인 관광 목적지를 선택하는 행동분석을 통한 실증연구를 진행하여 보다 정확하고, 현상에 맞는 세부적인 내용을 추출 후 시사점을 제공하였다는 데에 의의가 있다. To this end, this study selected 6 major countries(region) after analyzing the frequency of recent overseas travel destination of domestic tourists, and analyzed how destination countries are affected by the travel purpose of tourists and characteristics of related factors using conditional logistic regression. First, most tourists selected Europe(23.8%) at the overall level for frequency of tourism destination that corresponds to a dependent variable of this model. It was identified that tourists consider facilities, convenience, comfort, and accessibility important among destination attractiveness. Secondly, for instances of pursuing exotic image, most tourists selected Europe(34.9%) for frequency of tourism destination that corresponds to a dependent variable of this model. It was identified that tourists consider accessibility and charm of attractions importantly among destination attractiveness and they refer to evaluation of tourist attractions of other people to a certain degree. Thirdly, for pursuit of natural landscape, most tourists selected North America(26.0%) for frequency of tourism destination that corresponds to a dependent variable of this model. For natural landscape seeking type, it was identified that they tolerate a certain amount of inconvenience when they choose a good natural scenery even if accessibility is inconvenient and facility and convenience are somewhat poor. Also, it was identified that they get affected by valuation of others for the destination. Fourthly, for pursuit of exploration of culture, most tourists selected Europe(19.8%) for frequency of tourism destination that corresponds to a dependent variable of this model. For seeking type of exploration of culture, it was identified that tourists consider the charm of attractions most importantly and consider valuation of others for destination, flight time, and convenience of local traffic importantly as well. Fifthly, for rest/recreation pursuing type, most tourists selected Southeast Asia(26.1%) that corresponds to a dependent variable of this model. For rest/recreation pursuing type, it was identified that they consider cleanliness and comfort most importantly followed by cheap travel expense, accessibility, facility, convenience, and charm of attractions. Also, rest/recreation pursuing type, it was identified that they consider delicious food with good natural environment more importantly than elements of tourism because they take a rest in one place. For individual tour(free individual tour), tourists considered valuation of others for the destination most importantly followed by the charm of local attractions. Many existing studies on tourism were theoretical research that mainly analyzed an influencing relationship between destination selection attributes, satisfaction level, intention to revisit, mouth-to-mouth intention, and a model of decision determination factor. However, the significance of this study is that it has provided implications by extracting more accurate and detailed contents by progressing an empirical study through behavior analysis of tourists selecting actual tourism destination.

Effects of Tourist Destination Choice Attributes on Perceived Value and Tourism Satisfaction at Geochang Changpowon: Moderating Effect of Tourist Prior Knowledge

정지희,신재익 한국인터넷전자상거래학회 2023 인터넷전자상거래연구 Vol.23 No.2

The tourism industry policies of local governments have been linked to events in each region, but over time, tourists have come to a situation where they may not feel the differentiation or attractiveness of tourist destinations. Recently, local governments are investing in eco-friendly waterside ecological parks to revitalize the local economy. The purpose of this study is to investigate the influence relationship between tourist destination choice attributes(attractiveness, convenience, and experientiality), perceived value, and satisfaction, and to analyze the moderating effect of tourists’ prior knowledge at the tourist destination of a local waterside ecological. 462 questionnaires were used for the final analysis, and AMOS 21.0 was employed to analyze the measurement model and path model. As a result of the empirical analysis, first, the attractiveness, convenience, and experientiality of the tourist destination choice attributes have a positive effect on perceived value. Second, attractiveness, convenience, experientiality, and perceived value have a positive effect on satisfaction. Third, the moderating effect of tourists’ prior knowledge in the relationship between tourist destination choice attributes and perceived value is not significant at the of 0.05. Fourth, the moderating effect of tourists’ prior knowledge in the relationship between tourist destination choice attributes and satisfaction is partially significant at 0.05 and 0.01. It is shown that a tourist destination choice attribute-perceived value-tourism satisfaction model is possible. It can be seen that the role of tourist destination choice attributes is important in increasing tourism satisfaction and perceived value. However, the moderating effect of tourism prior knowledge is partially significant, showing that it is possible to play a certain role in improving tourism satisfaction and perceived value.

유학생 라이프스타일이 관광지선택속성과 행동의도, 만족도에 미치는 영향

정총화 한국관광산업학회 2020 Tourism Research Vol.45 No.3

In this study, the following study was conducted to find out the effect of international student's lifestyle on tourist destination selection attributes, behavioral intentions, and satisfaction. First, factors of lifestyle were analyzed to understand the degree of influence of international student lifestyle on tourist destination selection attributes. And the results of regression analysis are as follows. The factors of international student lifestyle rational planning and family-centeredness were found to have a significant influence on attractiveness. It seems that it is necessary to develop and provide mission tours, educational tours, and experiential tours in tourist destinations that can increase the self-esteem of international students by breaking away from conventional scenic tours in tourist destinations. Second, in order to understand the degree of influence of international student lifestyle on behavioral intention, a regression analysis was conducted by analyzing each item of lifestyle. Appeared to be crazy. In order to increase safety, it is necessary to provide guideline information that can show alternative situations in case of an accident in connection with local governments and local organizations, and develop local programs to learn and experience local culture and history by participating with local residents. Third, in order to understand the degree of influence of international student lifestyle on satisfaction, a regression analysis was conducted by analyzing each item of lifestyle. Has been shown to affect. When promoting tourist destinations, local governments should promote programs that allow individual development along with tourism and recreation, and touristic-related organizations should establish a joint public relations line to promote programs that provide comfort. Fourth, in order to understand the degree of influence of the tourist destination selection attribute on the behavioral intention, a regression analysis was conducted by analyzing each item of the tourist destination selection attribute. . Since most international students do not have private vehicles, it is expected that temporary public transportation, such as shuttle buses, should be operated from places with excellent access during the weekends when sightseeing is a lot. Fifth, in order to understand the degree of influence of the tourist destination selection attribute on satisfaction, a regression analysis was conducted by analyzing each item of the tourist destination selection attribute. It is necessary to promote information on tourist destinations through online communities and SNS of international students, and furthermore, to promote international students to their home countries, publicity in various languages ​​should be provided. Finally, in order to understand the degree of influence of behavioral intention on satisfaction, the results of regression analysis by factor analysis of each item of behavioral intention showed that behavioral intention and satisfaction had a significant effect. Affinity is a subjective psychological factor. As various events related to international students are planned and conducted, the affinity for tourist destinations is expected to increase. For this, it is necessary to develop a program through interactive opinions through the formation of a community with international students, and it is necessary to devise a system for recommending tourist destinations and operate a system of points or benefits for recommenders. 본 연구는 유학생의 라이프스타일이 관광지선택속성, 행동의도, 만족도에 미치는 영향을 알아보기 위하여 다음과 같이 연구를 하게 되었다. 첫째, 유학생 라이프스타일이 관광지선택속성에 미치는 영향정도를 파악하기 위해 라이프스타일의 각 항목들을 요인 분석하였다. 그리고 회귀분석을 실시한 결과는 다음과 같다. 유학생 라이프스타일의 요인 합리적계획성, 가족중심성의 요인은 매력성에 유의한 영향을 미치는 것으로 나타났다. 기존의 관광여행 상품의 관광지 현지에서 일반적인 경관 관광을 하는 것에서 탈피하여 유학생들의 자존감을 높일 수 있는 관광지에서의 미션투어, 교육투어, 체험투어를 개발해서 제공해야 할 것으로 보인다. 둘째, 유학생 라이프스타일이 행동의도에 미치는 영향정도를 파악하기 위해 라이프스타일의 각 항목들을 요인 분석하여 회귀분석을 실시한 결과 유학생 라이프스타일의 요인 감각추구형, 가족중심형의 요인에 유의한 영향을 미치는 것으로 나타났다. 안전함을 높이기 위해서는 지자체, 지역 단체와 연계한 사고 시 대체 상황을 보여 줄 수 있는 가이드라인 정보 제공과 지역주민들과 함께 참여하여 지역의 문화·역사를 배우며 체험하는 지역 프로그램을 개발해야 할 것으로 보인다. 셋째, 유학생 라이프스타일이 만족도에 미치는 영향정도를 파악하기 위해 라이프스타일의 각 항목들을 요인 분석하여 회귀분석을 실시한 결과 유학생 라이프스타일의 요인 합리적계획성, 감각추구형, 가족중심형의 요인에 유의한 영향을 미치는 것으로 나타났다. 지자체에서는 관광지 홍보 시 관광 휴양과 함께 개인의 개발을 할 수 있는 프로그램을 홍보하고, 관광지관련 단체에서는 편안함을 줄 수 있는 프로그램을 홍보를 공동 홍보라인을 구축해서 진행해야 할 것으로 보인다. 넷째, 관광지선택속성이 행동의도에 미치는 영향정도를 파악하기 위해 관광지선택속성의 각 항목들을 요인 분석하여 회귀분석을 실시한 결과 관광지선택속성의 요인 매력성과 접근성의 요인에 유의한 영향을 미치는 것으로 나타났다. 대다수 유학생들은 개인 차량이 없기 때문에 관광을 많이 하는 주말에는 접근성이 뛰어난 곳에서 셔틀버스와 같은 임시 대중교통을 운행해야 할 것으로 보인다. 다섯째, 관광지선택속성이 만족도에 미치는 영향정도를 파악하기 위해 관광지선택속성의 각 항목들을 요인 분석하여 회귀분석을 실시한 결과 관광지선택속성의 요인 매력성과 접근성의 요인에 유의한 영향을 미치는 것으로 나타났다. 유학생들의 온라인 커뮤니티, SNS를 통한 관광지 정보를 홍보해야 할 것이고, 더 나아가 유학생의 본국에까지 홍보를 하기 위해 다양한 언어로 구성한 홍보를 해야 할 것이다. 마지막으로 행동의도가 만족도에 미치는 영향정도를 파악하기 위해 행동의도의 각 항목들을 요인 분석하여 회귀분석을 실시한 결과 행동의도와 만족도는 유의한 영향을 미치는 것으로 나타났다. 애호도는 주관적인 심리요인으로 유학생 관련 다채로운 행사를 계획, 진행하면서, 관광지에 대한 애호도는 높아질 것으로 보인다. 이것을 위해서는 유학생과의 커뮤니티 형성으로 쌍방향 의견을 통한 프로그램 개발이 필요하고, 관광지 추천 제도를 구상하여 추천자를 위한 포인트, 또는 해택 제도를 운영해야 할 것으로 보인다.

재한 외국인을 활용한 경북 지역 K-콘텐츠 활성화 전략에 관한 연구: 경북 관광지 이미지와 만족을 중심으로

이건형 국제e-비즈니스학회 2023 e-비즈니스 연구 Vol.24 No.1

Research Purpose: This study investigated the effects of tourist destination-selection attributes and tourist image factors on tourism satisfaction targeting foreigners residing in Korea in order to suggest K-content promotion strategy in GyeongSangbuk-do province. Research Methods: Hallyu involvement and the motive for sharing travel information on social media were set as the explanatory factors for the selection attribute of tourist destinations and the image of tourist destinations. The collected data through survery was analyzed with the SPSS 26 package. Results in Research: First, the tourist destination selection attribute had a positive and significant effect on the image of the tourist destination, and the image of the tourist destination had a positive effect on tourism satisfaction. Second, among the tourism selection attributes, traditional culture, food/events/fashion, and accommodation/ accessibility had positive and significant effects on the tourist image. Third, both Hallyu involvement and the motive for sharing travel information on social media had significant positive effects on the selection attributes of tourist destination. Fourth, the emotional image among the tourist destination images had a significant positive effect on tourist satisfaction. Research Conclusion: This study suggests several implications. Since tourist attractions in Gyeongsangbuk-do tend to be imprinted as images of traditional culture and history to foreigners living in Korea, it is necessary to give local K-content fun and interest that values emotional factors. In addition, it is necessary to devise a way to induce foreign tourists with high Korean Wave involvement to increase their self-esteem, charm, and reputation by sharing and communicating the information through social media in the process of consuming K-content. 현재 한류는 일부 동남아시아 국가에서 대중화 단계에 이르는 등 중국과 동남아시아를 비롯해 다양한국가로 확산되었다. 이제는 새로운 해외시장으로 한류를 확산하기 보다는 한류의 1차 고객인 국내거주 외국인관광객에게 만족스러운 관광지 경험을 제공하여 한류 콘텐츠가 지속적으로 홍보되고 유지될 수 있도록 해야한다. 이에 본 연구는 국내거주 외국인 관광객들을 대상으로 관광지 선택속성과 관광지 이미지 요인이 관광만족에 미치는 영향을 분석하였다. 관광지 선택속성과 관광지 이미지의 선행요인으로 한류 관여도와 소셜미디어 여행정보 공유동기를 설정하였으며, 한국 거주 외국인 중 경북관광지를 경험한 외국인을 대상으로 설문조사를 실시하였다. SPSS 26 패키지로 수집된 데이터를 분석하여 가설을 검증한 결과는 다음과 같다. 첫째, 관광지선택속성이 관광지 이미지에 긍정의 유의한 영향을 보였으며, 관광지 이미지는 관광만족/추천에도긍정적인 영향을 미쳤다. 둘째, 관광선택속성 중 전통문화, 음식/행사/패션과 숙박/접근성이 관광지 이미지에긍정의 유의한 영향을 미쳤다. 셋째, 한류관여도와 소셜미디어 여행정보 공유동기 모두 한국 관광선택속성에유의한 영향을 미쳤다. 넷째, 관광지 이미지 중 정서적 이미지가 관광만족과 추천에 긍정의 유의한 영향을미치는 것으로 나타났다.

The Relationship Between the Quality of Destination and Tourist Satisfaction: The Role of Destination Attributes

Sumaryadi SUMARYADI,Ratih HURRIYATI,Lili Adi WIBOWO,Vanessa GAFFAR 한국유통과학회 2021 The Journal of Asian Finance, Economics and Busine Vol.8 No.4

This present research seeks to explore the empirical evidence about the relation between quality of destination and Islamic attribute of destination on tourist satisfaction. This research was conducted at the tourism sector in West Java, Indonesia. The participants were Muslim foreign tourists who were traveling to West Java, Indonesia. The total number of participants in the research was 200. Data collection was carried out using a questionnaire. Hypotheses were tested using structural equation modeling methods with AMOS version 23. The exogenous variables in this research consisted of the quality of the destination and Islamic attribute of destination. Tourist satisfaction was an endogenous variable in this research. We used a quantitative approach and structural equation modeling to examine the research hypotheses. The results showed that there was a positive and significant effect of the quality of destination on the tourist satisfaction, and the quality of destination positively affected Islamic attribute of destination, but Islamic attribute of destination had no significant effect on tourist satisfaction. We also found that Islamic attribute of destination did not mediate the relation between quality of destination and tourist satisfaction. We provided recommendations to strengthen or improve the quality of destination in order to increase tourist satisfaction.

관광지 개성과 만족, 추천 및 재방문 의도에 관한 연구

여호근,이상은 한국관광진흥학회 2024 관광진흥연구 Vol.12 No.S4

본 연구는 관광지의 개성과 관광 만족, 추천의도, 재방문의도 간의 관계 및 차이를 조사하여 관광지 개성의 속성에 따른 만족도, 행동의도의 영향관계를 규명하고 관광 목적지별 경쟁력을 강화시키기 위한 차별화된 마케팅 전략방안을 도출하는 것을 목적으로 진행되었다. 연구 목적에 맞게 2023년 4월 5일부터 4월 10 일까지 6일간 서울, 부산, 대구, 광주, 울산, 제주를 방문한 관광객을 대상으로 하여 조사가 수행되었다. 총960부(서울 161부, 부산 160부, 대구 159부, 광주 156부, 울산 156부, 제주 158부)의 설문 중, 유효표본950부를 분석에 이용하였고 연구의 체계적인 분석을 위해 기술통계, 빈도분석, 요인분석, 신뢰도분석, 상관분석, 회귀분석, 차이분석, 분산분석 등을 활용하였다. 관광지의 개성에 대한 탐색적 요인을 분석하기 위해선행연구를 활용하였고, 분석결과 종속변수와 함께 관광지의 개성 하위 4개 항목과 만족도 하위 1개 항목으로 도출되었다. 분산분석을 통해 각 관광지의 개성, 관광만족, 추천의도, 재방문의도 간에 통계적으로 유의미한 차이가 있는 것으로 나타났으며, 또한 차이분석을 통해 지역별로 관광지의 개성, 관광만족, 추천의도, 재방문의도 간에 부분적으로 유의미한 차이가 있는 것으로 나타났다. 결론적으로, 관광지의 개성은 관광객의만족도를 극대화하고 재방문을 유도하는 데 중요한 변수가 될 수 있을 것이며, 지역별로 차이를 나타낸 관광지의 개성을 활용하여 향후 관광지 마케팅 전략에 기여할 수 있을 것이다. This study investigates the relationship and differences between the personality of a tourist destination and tourism satisfaction, recommendation intention, and revisit intention to identify the influence relationship between satisfaction and behavioral intention according to the attributes of the tourist destination personality, and differentiate to strengthen the competitiveness of each tourist destination. The purpose was to derive a marketing strategy plan. For the purpose of the study, a survey was conducted targeting tourists who visited Seoul, Busan, Daegu, Gwangju, Ulsan, and Jeju for 6 days from April 5 to April 10, 2023. Of a total of 960 surveys (161 in Seoul, 160 in Busan, 159 in Daegu, 156 in Gwangju, 156 in Ulsan, and 158 in Jeju), 950 valid samples were used for analysis. Descriptive statistics, frequency analysis, factor analysis, reliability analysis, correlation analysis, regression analysis, and variance analysis were utilized. Previous studies were used to analyze the exploratory factors of the uniqueness of a tourist destination, and the analysis led to four criteria under the uniqueness of a tourist destination and one criterion under satisfaction, with dependent variables. Through variance analysis, statistically significant differences were found between the uniqueness of each tourist destination, satisfaction, recommendation intention, and revisit intention. There were partially significant differences between satisfaction, recommendation intention, and revisit intention in relation to the uniqueness of a tourist destination. In conclusion, the individuality of a tourist destination can be an important variable in maximizing tourists' satisfaction and encouraging repeat visits, and by utilizing the uniqueness of tourist destinations that show differences by region, it will be possible to contribute to future tourist destination marketing strategies.

관광지의 매력성과 이미지가 관광객의 행동 의도에 미치는 영향 : 긍정적 감정과 지각된 가치를 중심으로

신재원,박세종 사단법인 한국비즈니스이벤트컨벤션학회 2022 이벤트 컨벤션 연구 Vol.18 No.2

Purpose – The study attempted to present the direction of local tourist destination marketers by emphasizing the importance of attractiveness and image for tourist destination. This study is to investigate the effect of attractiveness and image of tourist destination on behavioral intentions. Design, data, and methodology –To perform this study, Total 210 questionnaire were distributed to people who had experienced domestic travel dated from April 5th to July 16th. Excluding unworkable data, usable 174 responses were obtained for empirical analysis. Result –The main consequences are as following: (1) the attractiveness of tourist destination had a significant effect on the positive emotion. (2) the image of tourist destination did not have a statistically significant effect on positive emotion. (3) the attractiveness of tourist destination had a significant effect on perceived value. (4) the image of tourist destination had a significant effect on perceived value. (5) the positive emotion of tourist has a statistically significant effect on the perceived value. (6) the positive emotion and perceived value of tourist have a significant effect on the behavioral intention. Conclusions – The results show that in order to increase the formation of positive emotion and perceived values, it is important to intensively manage the attractiveness and image factors perceived as important to provide reliable information to tourists.