본 연구는 서울에 소재하고 있는 문화유산 고궁을 방문하는 중국관광객들을 대상으로 서비스품질과 스토리텔링이 만족도와 행동의도에 어떠한 영향을 미치는지에 대한 영향관계 규명을 통...
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https://www.riss.kr/link?id=T14596211
서울: 경기대학교 관광전문대학원, 2017
학위논문(석사) -- 경기대학교 관광전문대학원 , 관광사업경영전공 , 2017. 8
2017
한국어
서울
The influences of the quality of the cultural heritage tourism services and the story telling on the level of satisfaction and the behavioral intentions
vii, 90 p.: 삽도, 표; 26 cm.
경기대학교 논문은 저작권에 의해 보호받습니다.
지도교수:이주형
참고문헌 : p.72-82
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다운로드국문 초록 (Abstract)
본 연구는 서울에 소재하고 있는 문화유산 고궁을 방문하는 중국관광객들을 대상으로 서비스품질과 스토리텔링이 만족도와 행동의도에 어떠한 영향을 미치는지에 대한 영향관계 규명을 통...
본 연구는 서울에 소재하고 있는 문화유산 고궁을 방문하는 중국관광객들을 대상으로 서비스품질과 스토리텔링이 만족도와 행동의도에 어떠한 영향을 미치는지에 대한 영향관계 규명을 통해 문화유산 고궁이 중국관광객들을 유치할 수 있는 다양한 시사점을 제시하는데 그 목적이 있다.
연구의 목적을 달성하기 위하여 서울 4대 고궁(경복궁, 창덕궁, 창경궁, 덕수궁)을 방문한 중국관광객을 대상으로 2017년 4월 9일부터 2017년 5월 9일 까지 약 한달 간 설문조사를 실시하여 최종 212부의 설문지를 연구에 활용하였다. 실증분석은 SPSS 20.0 통계패키지를 통해 분석하였으며 분석방법으로는 빈도분석을 비롯하여 실증조사에 필요한 신뢰성과 타당성 분석, 그리고 가설검증을 위한 회귀분석을 활용하여 분석하였다.
본 연구는 서울시에 위치하고 있는 4대 고궁을 대상으로 그동안 이루어지지 못했던 중국관광객들을 대상으로 연구를 시행하였다는 점에서 그 의의가 있으며, 연구모형 및 가설검증을 통해 다음과 같은 시사점을 도출하였다.
다국어 초록 (Multilingual Abstract)
With the Chinese tourists visiting the ancient palaces, which are the cultural heritages, locate in Seoul as the subjects, the purpose of this research lies in presenting the diverse suggestions for the ancient palaces, which are the cultural heritage...
With the Chinese tourists visiting the ancient palaces, which are the cultural heritages, locate in Seoul as the subjects, the purpose of this research lies in presenting the diverse suggestions for the ancient palaces, which are the cultural heritages, to attract the Chinese tourists through an investigation of what influences the qualities of the services and the story telling have on the level of satisfaction and the behavioral intentions.
With the Chinese tourists who visited the 4 big, ancient palaces (Gyeongbokgung, Changdeokgung, Changgyeonggung, and Deoksugung) in Seoul as the subjects, this research utilized the final 212 copies of the questionnaire by carrying out a questionnaire survey investigation for around one month from April 9, 2017 until May 9, 2017 in order to accomplish the purpose of the research. Regarding the empirical analysis, it was carried out with the SPSS 20.0 statistical package. And, regarding the method of the analysis, the analysis was carried out by utilizing the frequency analysis, the reliability and feasibility analysis needed for the empirical investigation, and the regression analysis for the verification of the hypothesis.
This research has the meaning with regard to the point that it carried out a research with the Chinese tourists as the subjects and as the 4 big, ancient palaces located in Seoul City as the subjects, which is a research that did not take place until now. And the following suggestions were arrived at through the research model and the hypothesis verification.
First, it was analyzed that the service quality has the influence on the level of satisfaction. I believe that, for the improvement of the convenience, of which the influence has been appearing highly, there must be the continued interest in the management of the pleasant environment and the toilets, the installation of the chairs and the water fountains for the tourists, and the management, too, regarding the open hours for the convenience of the use on the part of the tourists.
Second, it appeared that story telling has an influence on the level of satisfaction. This provides the suggestion that the representative, ancient palaces in the Seoul City can heighten the level of satisfaction of the Chinese tourists by utilizing the diverse stories that are alive in the facilities and the spaces instead of remaining as the simple facilities for viewing.
Third, it appeared that the level of satisfaction has an influence on the behavioral intentions. It is judged that the Seoul City will be able to attract more Chinese tourists through the continuous management of the level of satisfaction.
Fourth, it was analyzed that the service quality has an influence on the behavioral intentions. It is judged that a strategy for improving the management of the convenience for the Chinese tourists and, also, the quality of the diverse education regarding the ancient palaces, including the history, the cultural assets, the traditional culture, etc., must precede.
Fifth, it appeared that story telling has an influence on the behavioral intentions. It is judged that it must be made so that the Chinese tourists can easily understand the stories of the ancient palaces and, also, the interests of the Chinese tourists must be induced through the method of connecting and explaining the histories of the ancient palaces and the history of China so that the Chinese tourists can have the interests in the ancient palaces and others of the like.
목차 (Table of Contents)