한옥마을의 이미지, 태도, 충성도, 만족에 관한 연구
분야
사회과학 > 관광학
저자
유인평 ( In Pyong Yoo ) , 심우석 ( Woo Suk Shim ) , 조영호 ( Young Ho Cho )
발행기관
한국관광산업학회
간행물정보
Tourism Research 2012년, 제37권 331~350페이지(총20페이지)
파일형식
50500638.pdf [무료 PDF 뷰어 다운로드]
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    영문초록
    The purpose of this research is to find the influence of the cognitive images and affective images of the visitors of Jeonju Hanok Village on the visitors` attitudes, loyalty and satisfaction. More than 4 million people visit Hanok village every year, making it a center of tourism resources and tourism attraction in the city. However, there have been not many researches to show these visitors` cognition, behavior and satisfaction towards Hanok village. Thus, the present study analyzed the Jeonju Hanok Village from the perspective of the tourists to help create a plan for tourism activation and promotion. A survey was conducted to the 200 visitors of Hanok village for two days on the weekend of October 6th, 7th, 2012. Among the 200 visitors targeted to answer the questionnaire, 188 responses were used for analysis in this study. For the statistical processing of the data collected, frequency analysis, factor analysis, and multiple regression analysis utilizing SPSS 18.0 for Windows were carried out. The results of this research are as follows : First, the factor analysis of the cognitive and affective images suggests that uniqueness, convenience, communication, cultural experience, price, and shopping are cognitive images, while attractiveness and traditionality are affective images. Attitude, loyalty, satisfaction were selected as one of the factors. Second, the analysis showed that the cognitive and affective images have an impact on the visitors` attitudes. All the six cognitive images showed influence on the attitudes, while the affective image of attractiveness affects the attitudes and traditionality does not show any effect. Third, attitudes showed significant impact on the loyalty, and the impact of loyalty on satisfaction was considered significant. This research on the attitude and image of the tourists of Hanok village, their loyalty and satisfaction, will affect how to understand and analyze the future visitors of Hanok village.
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