관광기념품(굿즈)의 선택속성, 회상, 태도, 그리고 행동의도 간 구조적 영향관계 분석

다국어 초록 (Multilingual Abstract)

Since tourism souvenirs(goods) are used as a tool for recall along with photos, it is important to understand why consumers choose souvenirs(goods) when traveling. Therefore, the purpose of this study is to examine the relationship among the selection attributes of tourism souvenirs(goods), recall, attitude toward purchasing the souvenirs(goods), and behavioral intention toward the region(city) where the tourism souvenirs(goods) were purchased. To achieve this goal, an online survey was conducted targeting consumers in their 20s to 40s who had experience purchasing tourism souvenirs(goods) of region(city) while traveling. Afterwards, the results of several influential relationships were derived through structural equation modeling analysis. First, regional commemoration and price/quality of the selection attributes were found to have a positive effect on recall. In particular, regional commemoration was found to have a greater effect on recall than price/quality. Second, practicality of the selection attributes and recall were found to have a positive effect on attitude. Third, it was confirmed that recall and attitude had a positive relationship with behavioral intention. In particular, recall was shown to be a construct that had a greater influence on behavioral intention than attitude. Meanwhile, the results of verifying the mediating effect showed that recall and attitude served as mediating factors. The various implications of this study are discussed in the conclusion section.