노인관광객의 국외여행 경험가치가 관광지 이미지와 고객만족 및 충성도에 미치는 영향

김소영 융합관광콘텐츠학회 2023 융합관광콘텐츠연구 (JCTC) Vol.9 No.2

Purpose In this study, we tried to empirically verify the effect of the experience value of overseas travel of elderly tourists on the image of tourist destinations and customer satisfaction and loyalty. Methods The survey for the empirical study was conducted at a restaurant for the last meal before moving to the airport after traveling to elderly tourists aged 60 or older who visited Thailand on a package tour after COVID-19. Results As a result of the factor analysis, the experience value of the elderly tourists' overseas travel was classified into social value, emotional value, economic value, service value, aesthetic value, and functional value, and the image of the tourist destination and customer satisfaction and loyalty were each classified as a single dimension. As a result of hypothesis testing, it was verified that functional value, economic value, and service value among the components of experiential value had a significant effect on the image of the tourist destination, but emotional value, social value, and aesthetic value had no significant effect. In addition, social value and service value were analyzed to have a significant effect on customer satisfaction, but emotional value, functional value, economic value, and aesthetic value were analyzed to have no significant effect. Finally, it was verified that the tourist destination image and customer satisfaction had a significant effect on loyalty. Conclusion In the end, it was studied that the overseas travel experience value of elderly tourists positively changes the image of tourist destinations, increases customer satisfaction, and increases tourists' revisit, positive word of mouth, and recommendation intention.

관광객의 구매행동에 있어서의 지각가치 척도에 관한 연구: 미용관광에서의 안전가치 척도에 대한 검증

배종민 ( Jong-min Bae ) 한국미용예술경영학회 2021 미용예술경영연구 Vol.15 No.4

구매 활동에 있어서 나타나는 고객의 지각 가치는, 구매 과정에서의 만족을 창출하는 주요 요인 중의 하나이며, 소비자의 구매행태를 분석할 수 있는 중요한 기준이다. 따라서 관광 상품을 구매한 관광객의 지각 가치는, 관광 상품에 대한 만족도를 결정짓는 요인이자 관광객의 구매행동을 지속시키는 요인이라고 볼 수 있다. 전통적으로 관광객의 구매활동은 패키지여행과 같은 관광 상품의 구매를 의미했다. 그러나 최근 연구에 따르며, 관광객에 의한 관광지에서의 소비활동도 관광구매활동으로 간주할 수 있다. 또한, 패키지관광의 비율보다 개인관광의 비율이 높아짐에 따라서, 관광지에서 이루어지는 소비활동의 중요성 또한 높아지고 있다. 이러한 경향은 서비스 상품을 구매하고자 하는 분명한 목적과 의지가 있는 미용 관광 관광객에게 더 강하게 나타날 수 있다. 소비자의 지각가치는 인간의 보편적인 지각 가치에서 도출되었으나, 두 지각 가치 사이에는 차이가 존재한다. 환경적 요인의 변화는 관광객이 구매 활동에서 느끼는 지각 가치를 변화시킬 수 있다. 미시적으로는 관광지 환경의 변화에 의해 영향을 받을 수 있으며, 거시적으로는 국제관계나 사회적 변화에 의해 영향을 받을 수도 있다. 2020년부터 현재까지 지속되고 있는 코로나19의 팬데믹 상황은 후자의 경우라고 생각할 수 있으며, 이러한 변화는 관광객의 지각가치에 영향을 미치고 있다고 생각할 수 있다. 여기에서 관광객의 지각 가치에 변화가 있는지를 확인할 필요성이 제기된다. 본 연구는 미용관광을 선택한 관광객들을 대상으로, 지각 가치에 변화가 있었는지를 확인하였다. 특히, 척도 개발의 관점에서, 환경적 변화에 따라 지각가치를 측정하기 위한 추가적인 척도가 존재하는지의 여부를 확인하였다. 연구 결과, 관광객의 지각 가치 척도에는 변화가 없음을 확인하였다. 또한 환경적 변화가 지속적으로 이루어지고 있는 만큼, 관광객에 대한 지각 가치에 대한 추가적인 연구의 필요성이 제기되었다. The customer’s perceived value in a purchasing activity is a factor that creates satisfaction in the purchasing process. It is an important criterion in analyzing the purchasing behavior of consumers. Thus, it can be considered that the perceived value by tourists who purchase a tourism product is a determining factor in the satisfaction regarding the tourism product and a factor that sustains the purchasing behavior of tourists. Traditionally, tourist purchases meant purchasing tourism products, such as package tours. However, in recent studies, consumption activities by tourists at tourist destinations are also considered tourist purchasing activities. According to the increase in the proportion of individual tourism versus package tourism, the importance of consumption activities in tourist destinations is also increasing. These trends are stronger for tourists in beauty tourism who have a clear purpose regarding purchasing service products. There are differences between the two perceived values, despite the customer’s perceived value drawn from the perceived value of human beings. Environmental factors can change the perceived value that tourists feel in purchasing activities. At the micro level of analysis, such changes may be influenced by environmental factors in the tourist destination. At the macro-level of analysis, these changes can also be affected by environmental changes arising from international relations or society. The latter context may be considered given the COVID-19 pandemic, which has continued from 2020 to the present. Thus, there is necessary to 1) check whether the safety-related perceived value of beauty tourists affects their purchasing behavior, and 2) check whether the perceived value system of beauty tourists has changed, concretely. This study researched the perceived value of tourists who travel for beauty treatments. Specifically, it was studied whether additional scales exist from the perspective of scale development. The study’s results confirmed no change in the perceived value of tourists. In addition, the need for additional research on the perceived value of tourists was raised.

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.

스포츠산업,경영학 : 여행객의 골프장 선택과 추구가치 유형을 통한 유인방안 연구

김학신(HakShinKim) 한국체육학회 2004 한국체육학회지 Vol.43 No.5

This study was intended to consider the effective plan to attract golfing tourists through the patterns of golf course choice and value. Collected data from the research were analyzed according to demographical characteristics. As a result, the following study results were obtained: First, it was found that male tourists thought relatively more importantly of both the externalities(specified facility, accessibility, effective operation of the surrounding tourist program, cleanliness and comfortableness, beautiful natural scenery, diverse F&B facilities) and internalities(provision of differentiated service, employee's hospitality, comfortable atmosphere, reputation, detailed information on surrounding tourism) of choice patterns in terms of sex. And it was found that the group of male tourists thought relatively more importantly of goal pursuit(being sociable with family members or friends, doing business smoothly, taking a rest and health management) and energy-pursuit(a sense of achievement and self-fulfillment, certain revitalization, stress relief) of value patterns.Second, the group of older golfing tourists thought relatively more importantly of the internalities of choice patterns in terms of age. On the other hand, the group of younger golfing tourists thought relatively more importantly of the goal pursuit of value patterns, whereas the group of older golfing tourists thought relatively more importantly of energy-pursuit.Third, the group of low educational level thought relatively more importantly of the internalities of choice patterns, whereas the group of high educational level thought relatively more importantly of energy-pursuit of value patterns.Fourth, it was found that the group of professional and self-employed golfing tourists thought relatively more importantly of the internalities of choice patterns in terms of occupation And the group of professional and clerical and managerial tourists thought relatively more importantly of energy-pursuit of value patterns, whereas the group of self-employed tourists thought relatively more importantly of the goal pursuit of value patterns.Firth, it was found that the group of the low income-level tourists thought relatively more importantly of the externalities of choice patterns in terms of the income level, whereas the group of high income-level tourists thought relatively more importantly of the internalities of choice patterns. In addition, it was found that the group of the high income-level golfing tourists thought relatively more importantly of the goal pursuit and energy pursuit of value patterns.

THE EFFECTS OF CHINESE TOURISTS' PERCEIVED SHOPPING EXPERIENTIAL VALUE ON ATTITUDES TOWARD PRODUCTS AND STORES

Jimin Kim,Eung Tae Kim,Ha Kyung Lee,Eunsoo Baek,Ho Jung Choo 글로벌지식마케팅경영학회 2015 Global Fashion Management Conference Vol.2015 No.06

Backed by the rapidly-growing economy, China sends the most tourists to Korea. Accordingly, growing consumption of Chinese tourists is strongly drawing attention of the Korean retail industry. Academia has conducted more relevant researches, such as effective branding of Korean Wave, and services to attract tourists. Despite a series of efforts, including specialized tour products and language services, there have been an increasing number of Chinese visitors complaining about their experience in Korea and Chinese tourists are urgently demanding improvements. Hence, comprehending sophisticated consumption behavior of Chinese tourists is becoming more important than ever before. Also, it needs to explore how shopping experiential value that they experience while purchasing fashion goods in Korea affects their satisfaction of the store and product. Previous literature has shown that perceived shopping value has a positive effect on customer satisfaction and behavioral intention (Mathwick et al., 2001). Previous domestic studies that targeted Chinese tourists have focused on investigating the shopping motivation and satisfaction (Ko, 2011) and market segmentation of Chinese tourist shoppers (Oh, 2014). Previous studies have approached this problem mainly from its cognitive aspect and few studies have focused on the emotional aspect during shopping. This study suggests that emotional behavior mediates the relationship between shopping experiential value and consumer attitude toward products and stores. According to the Korea Tourism Organization, the ratio of male to female Chinese tourists visiting Korea changed from 69:31 in 1995 to 59:41 in 2005. In 2013, female Chinese tourists outnumbered males at a ratio of 41:59. The number of Chinese female tourists continues to increase. Females are known to be more involved in fashion consumption. Hence, this study is conducted on 550 Chinese female tourists who have shopping experiences during their visit to Korea. The ages of the respondents range from 20 to over 50 years old, with a mean age of 33.5 years. Their shopping experiential value is measured by visual appeal, crowding, economic benefits, and service excellence, and is expected to trigger emotions of entertainment and escapism. Variables including entertainment and escapism are measured using the Experiential Value Scale developed by Mathwick et al. (2001). This study finds that three experiential values (visual appeal, crowding, and service excellence) have positive influences on entertainment. For example, customers feel greater entertainment when visual appeal, service excellence and/or the number of customers in the store is greater. The emotion of entertainment turns out to have positive impacts on both store satisfaction and product satisfaction. According to the examination of how shopping experiential values affect escapism, crowding and economic benefits have a positive impact, whereas visual appeal and service excellence have a negative impact on escapism. Previous studies define escapism as an emotion of which customers are absorbed by entertaining activities and satisfied with shopping. This study assumes that all the shopping experiential values may have a positive impact on escapism. Escapism is a status where customers are deeply occupied with shopping without thinking of anything as if they were in another world, and a much stronger emotion of entertainment than usual pleasure from shopping. This study finds that the higher visual appeal and service excellence tends to generate the lower the escapism. This may be attributable to the fact that the survey was examined only on Chinese tourists. The respondents were asked to recall the most memorable item among the fashion products that they purchased during their visit to Korea. Their shopping experiences varied widely from well-organized malls, like department stores and duty free shops, to crowded environments, like Dongdaemun, traditional markets and subway stores. As a result, different experiential values have different impacts on escapism. Economic benefits and crowding which are experienced during shopping help to absorb in shopping, and these are likely to have positive impacts on escapism. On the other hand, visual appeal and service excellence may have different influences on escapism according to the shopping environment that Chinese consumers experienced. For example, Dongdaemun or subway stores are less visually appealing than department stores or duty free shops, but trigger stronger sense of escapism. Because survey questions to measure service excellence include Chinese (language) proficiency of sales staff, it is expected that higher language proficiency level of sales staff tends to generate lower degree of escapism, the sense of feeling that one is indeed in foreign country like Korea, for customers. Escapism has negative impacts on both product and store attitudes. Escapism is a status of absorption in which customers are emotionally occupied with pleasant feelings, and purchases along with a high escapism are likely to be less rational and more impulsive. In particular, this study examines tourist shoppers, and the respondents evaluate products they purchased in another country after they return home, and this may have caused the negative attitude toward products and shops. In fact, some previous studies found that overly positive emotions have negative impacts on purchase behavior (Liljander &Standvik, 1997; Andrade, 2005). This study confirms that the shopping experiential values perceived by Chinese tourists affect their product and store attitudes through the emotions of entertainment and escapism. It is particularly notable that this study verifies diverse roles of different emotions such as entertainment and escapism in the context of tourist shopping. This study employs empirical analysis on tourists, and provides practical implications including the importance of shopping experiential values for developing retail strategies.

관광쇼핑가치 척도개발과 타당화

허희진 ( Hur Hee Jin ),추호정 ( Choo Ho Jung ) 한국소비자학회 2019 소비자학연구 Vol.30 No.2

관광객들의 시간투자와 비용지출 측면에서 쇼핑은 관광에서 중요한 부분을 차지하며, 관광객들은 다양한 쇼핑가치를 지각한다. 관광쇼핑은 일상생활에서의 쇼핑과 다르며, 관광이라는 맥락의 효과로 인해 쇼핑경험으로부터 추구하는 가치도 다르다고 할 수 있다. 많은 선행 연구에서 관광쇼핑객들의 쇼핑가치를 측정하고 있으나, 기존의 일상에서의 쇼핑가치를 수정하여 사용하고 있다. 따라서 본 연구에서는 관광맥락에 보다 초점을 맞추어 관광지에서 쇼핑을 하는 여행객들이 지각하는 쇼핑가치를 포괄적으로 포함하는 관광쇼핑가치의 다차원적 요인구조를 확인하고, 이러한 개념들이 반영된 관광쇼핑가치 척도를 개발하고자 하였다. 관광쇼핑, 쇼핑가치 등과 관련한 문헌 고찰을 통해 관광쇼핑가치 척도개발을 위한 이론적 틀을 규명하고 초기문항을 도출하였다. 이후 선행연구에서 간과된 부분과 최근 관광쇼핑 환경변화에 적용하기 위해 질적 연구를 실시하였고 측정문항 내용은 심층면담 내용을 바탕으로 수정 및 보완되었다. 관광쇼핑가치의 신뢰성과 타당성에 대한 통계적 검증을 위하여 총 2회의 온라인 설문조사를 실시하고 분석하였다. 각 과정에서 타당도와 신뢰도를 저해하는 문장을 제거함으로써 문항의 정제 과정을 거쳐 최종 여섯 가지 관광쇼핑가치 척도 24문항을 도출하였다. 관광쇼핑가치는 관광쇼핑에 대한 관심이 증가하고 있는 현시점에서 관광쇼핑객들의 행동을 이해하고 예측하는데 중요한 요소이다. 또한 관광만족도에 영향을 미치는 중요한 요소로서 관광객들이 쇼핑을 통해 진정으로 원하고 중요하게 생각하는 것이 무엇인가를 나타내는 관광쇼핑가치를 측정하는 것은 매우 중요하다. 관광객들이 쇼핑을 통해 추구하는 가치는 일상의 쇼핑환경에서 추구하는 가치와 다를 수 있으며 관광맥락을 반영한 쇼핑가치를 포괄적으로 포함하는 관광쇼핑가치의 개념적 구조를 규명하고, 타당한 측정도구를 제안하기 위해 질적/양적 연구방법을 통하여 신뢰성과 타당성이 확보된 척도를 제안한다는데 의의가 있다. 본 연구에서 개발된 관광쇼핑가치 척도가 관광쇼핑분야에 대한 이해의 폭을 넓히고, 실증연구 수행을 위한 유용한 도구로 사용되기를 기대한다. Shopping is an important part of tourism, and tourists perceive diverse shopping values during their travel. The values pursued through shopping experiences during traveling also differ because of the contextual effect of tourism. The shopping values of tourists were measured in many previous researches, but they were largely modified versions of daily shopping values. Comparatively, by focusing on the tourist context, the present study identifies the multidimensional structure of tourist shopping values as how they are perceived by individuals who shop in tourist destinations, the aim of which is to develop a tourist shopping value scale that reflect such concepts. The study also restructures and conducts literature review and in-depth interviews in accordance with the scale development paradigm of Churchill (1979) and the procedures proposed by Hinkin (1995) and Tian et al. (2001), respectively. The literature on tourist shopping and related values was examined to clarify the theoretical framework for the development of a tourist shopping value scale. On the basis of previous research, shopping values was classified into four categories, namely, functional, emotional, social, and epistemic values. Then, on the basis of the sub-dimensions, the initial questions for the tourist shopping value scale were derived, also by referring to previous research. Frequently asked questions in existing work were selected to measure consumption and shopping values, after which questions consistent with the meanings of values intended for the measurement of the present study were clarified. Subsequently, the initial scale pool with the questions was composed. Qualitative research was thereafter conducted to include items that were neglected in previous research, and those missing items were applied in accordance with recent changes in tourist shopping environments. In-depth interviews with participants regarding their tourist shopping experiences were carried out, and the sub-factors of tourist shopping values were derived by categorizing the collected data through a coding process. Furthermore, the content of the questions used to measure each value was modified by supplementing additional questions on the basis of the in-depth interviews. Two-tiered online surveys were performed to statistically verify the credibility and validity of tourist shopping values. To revise and complement the tourist shopping value scale adopted from literature and derived by qualitative research, a primary survey was conducted. The primary research identified six values, namely, the five previously presented emotional, social, conditional, functional, and epistemic values, and the social values that was sub-divided into two factors. Factors corresponding to consciousness of others’ views were derived from social values, whereas shared values, or the intent to share experiences related to other stories, were derived from other values. The proposed six values drawn from the primary survey were confirmed through a secondary survey. Consequently, 6 tourist shopping values and 24 scales were identified. To evaluate the conceptual validity of the measured questions, the convergent and discriminant validity criteria were reviewed and verified through statistical methods. The result showed that all six tourist shopping values were statistically correlated with the degrees of shopping and tourist satisfaction. A scale of 24 questions was proposed, and the scale was determined reliable and valid based on the multi-dimensional models composed of the six factors of tourist shopping values examined by this study. As the importance of tourist shopping increases and the need for shopping-related research to reflect changes in the tourist environment becomes apparent, a reliable and valid scale using scientific and objective methods should be developed to examine the conceptual structure of tourist shopping values. Consequently, a valid measurement tool is necessitated. Consumers who shop in tourist destinations may pursue values differently from others with the same nationality in ordinary shopping environments. The results of this study may contribute to the recognition of such differences by retailers who can actively reflect on the factors considered by tourist shoppers as important, thereby helping the retailers establish their marketing strategies.

베이징 고궁(자금성)에서의 문화관광객의 인식가치에 대한 텍스트분석

후시첸(Hu, Shiqian),장야오웨이(Zhang, Yaowei),정승안(Jung, Seung-An) 지역사회학회 2021 지역사회학 Vol.22 No.3

본 연구에서는 상징적 상호작용 이론을 기반으로 베이징 고궁을 예로 들어 관광객 네트워크 리뷰 데이터를 기반한 TF-IDF 알고리즘을 통해 관광객이 인식하는 키워드를 추출하고 관광객 인식 요소를 요약하였다. 이를 기반으로 LDA 알고리즘을 사용하여 관광객의 인식 범주의 주요 가중치를 분석하고, 관광객의 인식 요소의 내부 요인을 연구하여 그들의 인식가치 생성 메커니즘 모델을 구축하고자 한다. 연구에 따르면 첫째, 관광객 인식 요소로는 주로 관광목적지 랜드마크, 관리 서비스 요소, 감성적 경험 요소, 기능적 인식 요소 및 관광비용 요소 등 5가지 범주로 요약되었다. 둘째, 관광객이 인식하는 시나리오의 가치, 서비스 품질의 가치, 감성적 경험의 가치, 인식적 가치 및 관광비용의 가치로 주로 구성되는 관광객 인식 요소는 상당한 층위성이 있다. 셋째, 관광객 인식 요소와 인식가치 내재적 논리는 관광 인식가치 생성 메커니즘의 모델을 구성하는 중요한 기반이다. 문화와 관광의 통합 혁신과 문화와 관광산업의 고품질 발전을 촉진하는 과정에서 정부는 시민 관광인식 가치 연구, 시민 관광경험, 관광시장 수요의 변화, 스마트 관광 건설을 중시해야 한다. Based on symbolic interaction theory, this study extracted keywords recognized by tourists through the TF-IDF algorithm and summarized tourist recognition elements based on tourist network review data, taking Beijing Palace as an example. Based on this, the LDA algorithm is used to analyze the main weights of the tourist’s perception category, study the internal factors of the tourist’s perception factor, and establish a mechanism model for generating the tourist’s perception value. According to the study, first, tourist recognition factors are mainly summarized into five categories: tourist destination landmarks, management service elements, emotional experience elements, functional recognition elements, and tourism cost factors. Second, tourist recognition elements, which are mainly composed of the value of scenarios, the value of service quality, the value of emotional experiences, the perceived value, and the value of tourism costs perceived by tourists, have a significant hierarchy. Third, the tourist perception factor and the intrinsic logic of perception value are important foundations for constructing a model of the mechanism for generating tourism perception value. In the process of promoting integrated innovation of culture and tourism and high-quality development of culture and tourism industries, the government should value civic tourism, civic tourism experience, changes in tourism market demand, and smart tourism construction.

관광쇼핑객이 추구하는 가치가 패션브랜드 태도와 쇼핑만족도에 미치는 영향 -코스모폴리타니즘의 조절효과를 중심으로-

허희진 ( Hee Jin Hur ) 한국의류산업학회 2021 한국의류산업학회지 Vol.23 No.5

This study sought to identify the types of fashion brands preferred by tourists based on the shopping values that they pursue through purchases at tourist destinations and to verify the effects of these values on their satisfaction. To obtain a representative sample of South Korea’s tourist shoppers, a survey was conducted among 300 subjects involving adult men and women in their twenties to sixties. Structural equation modeling analyses were performed on the collected data using SPSS and AMOS. The effects of tourist shopping values on brand attitudes were verified by dividing tourist shopping values into social, epistemic, and functional values and dividing brand attitudes into attitudes toward fashion global and local brands. Additionally, this work intended to ascertain the moderating effect of cosmopolitanism on tourist shopping behaviors. The analysis results reveal that a high level of epistemic value as perceived by tourists during shopping resulted in a corresponding high level of preference for local fashion brands. Furthermore, a high level of social value as perceived by tourists led to a high level of preference toward global fashion brands. Contrastingly, functional value influenced both local and global brands. As a result of the moderating effect, in the group with high cosmopolitanism tendency, the effect of epistemic value was not significant, but the low group significantly affected brand attitude based on the social and epistemic value. Given its academic and practical implications, the present study is likely to broaden the understanding of tourist shopping and facilitate future research on that phenomenon.

관광자의 지각된 가치가 관광만족 및 행동의도에 미치는 영향 -제주 관광객을 대상으로-

최병길 한국관광학회 2012 관광학연구 Vol.36 No.4

본 연구는 관광자의 지각된 가치 구성이 화폐 및 품질로서 측정되는 인지적 차원의 가치와 소비자로서 관광자가 소비시점에서 갖게 되는 감정적 차원의 가치로 구성되었다는 가정에서 이들 가치가 관광자의 관광만족과 이후 행동의도에 어떠한 영향을 미치는지를 살펴보았다. 인지적 가치는 금전적 가치와 관광상품의 질로서 설명되어지는 기능적 가치 그리고 시간 및 노력가치로 구분하였고, 감정적 가치는 사회적 가치, 정서적 가치, 신기성 가치로 구성되었다. 자료는 제주를 방문한 순수여행객을 대상으로 수집되었으며, 수집된 자료의 분석결과 사회적 가치를 제외한 5개의 가치가 관광자의 만족에 영향을 미치는 것으로 나타났으나 관광자의 행동의도에는 사회적 가치를 포함한 모든 지각된 가치가 영향을 미치는 것으로 나타났다. 관광자의 만족 역시 행동의도에 긍정적으로 영향을 미치고 있다. 그러나 보다 중요한 사실은 6개의 지각된 가치가 관광자의 만족과 행동의도에 미치는 영향정도가 서로 다르다는 점이다. 즉, 관광만족에는 시간 및 노력가치, 금전적 가치가 상대적으로 높은 영향을 미치고 있으나 행동의도에는 정서적 가치와 기능적 가치가 보다 높은 영향을 미치는 것으로 나타났다. 이는 관광목적지의 장기 발전 전략을 수립하는데 관광자의 만족과 재방문객의 증대를 위한 행동의도 가운데 무엇을 우선적으로 선택해야하는가에 대한 관점에서 실무적 시사점이 될 수 있다. This study attempted to contribute to a number of the suggested relationships between perceived value, satisfaction, and behavioral intentions in a tourism context. It used a multidimensional dimension of perceived value including not only cognitive values known as functional, monetary and time and effort value but also affective values such as social, emotional and novelty value. Data were collected from pleasure travellers in Jeju. The derived implications on the basis of these analyses are as follows; First, the perceived values except social value are all affective factors to the tourist satisfaction, Second, behavioral intentions are decided by all the perceived values as well as tourist satisfaction. Finally, the major values affecting satisfaction and behavioral intention are different. Time and effort value, and monetary value are major factors influencing tourist satisfaction; however, according to the study, emotional and functional values represent the most influential factors towards tourists’ behavioral intentions.

The Strength of Tourist Involvement in Mediating the Relationship Between Experience Value, Destination Image and Tourist Loyalty

Heri SETIAWAN,Taufiq MARWA,Zakaria WAHAB,Muchsin Saggaf SHIHAB 한국유통과학회 2021 The Journal of Asian Finance, Economics and Busine Vol.8 No.6

The purpose of this study is to examine tourist loyalty, which is developed through the value of experience and the image of the destination mediated by the strength of tourist engagement. The research is using a survey with the interview method and distribution of structured questionnaires, related agency documents, research reports, publications, and other literature relevant to research such as data on the number of tourism destinations in South Sumatra. This study examines all tourists who visiting natural tourism destinations in Palembang City, Lahat and Pagar Alam. This study was conducted in one district and two cities in South Sumatra because in these three areas feature natural tourism destinations visited by domestic tourists. The data analysis was carried out by structural equation modeling (SEM) with the help of the AMOS program. This study explains that the value of tourist experience and destination image has a positive and significant effect on the strength of tourist engagement. The value of experience and tourist engagement has a positive and significant effect on tourist loyalty. Destination image does not affect the tourist loyalty. The strength of tourist engagement is mediating the relationship between experience value and destination image, and tourist loyalty.