외래관광객의 한국 여행 항목별 만족도와 관광 전후 이미지 차이, 그리고 충성도 간의 관계 연구: 외래관광객실태조사를 중심으로 = The Study on the Relationships between Itemized Travel Satisfaction, Image Differences before and after Travel Experiences, and Loyalty among Inbound Tourists in Korea: Using the International Visitor Survey

다국어 초록 (Multilingual Abstract)

The purpose of this study is to explore the strengths and weaknesses of Korea as a travel destination based on the International Visitor Survey. This study examined the relationships between itemized travel satisfaction, image differences before and after travel experiences, and loyalty among inbound tourists in Korea. Over 30,000 data were analyzed using multinomial logistic regression analysis and ANOVA. The results indicated an asymmetrical relationship between itemized travel satisfaction and image differences. Tourist information service and communication were found to be the improvement areas. Image was changed positively within the tourist group with high intention to recommend to others. While security was the only variable that changed the image positively, shopping, expenses, communication, and tourist information service were the factors that influenced the image negatively. Based on the analysis of public data, this study provides meaningful insights to local tourism destinations in the endemic era.