As a result of Covid-19 becoming an endemic, more travelers are traveling abroad than domestically. In response, travel-related companies and government authorities are taking various measures to promote domestic travel. In spite of the fact that trav...
As a result of Covid-19 becoming an endemic, more travelers are traveling abroad than domestically. In response, travel-related companies and government authorities are taking various measures to promote domestic travel. In spite of the fact that travel information acquisition is often overlooked, many scholars argue that it is a central component of marketing travel products. Accordingly, this study examined Korean citizens' differences in travel information acquisition paths, destination satisfaction, and behavioral intentions (revisit and recommendation). The data for this study were taken from the Korea Culture and Tourism Institute's National Travel Survey in 2021. Based on 50,800 nationals with domestic travel experience, 908 cases were analyzed after excluding those who failed to respond to questions related to travel route acquisition, travel destination satisfaction, revisit intention, and recommendation intention. The study was conducted using SPSS to perform frequency analysis and one-way analysis of variance (ANOVA).
Based on the study results, the following conclusions can be drawn. Travel information acquisition methods influenced overall satisfaction significantly. In terms of specific satisfaction, there were significant differences in natural scenery, cultural heritage, transportation, accommodations, restaurants, food, shopping, convenience facilities, kindness of tourism workers, experience programs, tourist destination prices, and tourist destination congestion, excluding tourist information. Second, the travel information acquisition path showed a significant difference in revisit intention among action intentions, but not in recommendation intention. It is expected that these results will serve as a touchstone for ideas and improvements to domestic travel information.