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.
추천자료
호텔정기이벤트가 고객만족,호텔브랜드이미지,재구매의도에 미치는 영향에 관한 연구 -서울지역 특1급호텔을 중심으로
[관광지] 관광객의 인지적 이미지가 만족도에 미치는 영향에 관한 연구 -제주도지역을 중심
[졸업][관광경영] 제주도의 관광동기와 이미지, 만족도, 재방문의사, 추천의사에 관한 연구
[미디어조사방법론] 기업이미지광고가 소비자들의 기업 인지도, 이미지, 브랜드 태도에 미치는 영향에 관한 연구 -LG텔레콤의 기업이미지광고중심
[사회통계] 배너 광고 노출에 따른 부정적 감정이 브랜드 태도에 미치는 영향에 관한 연구 -제품관여도, 사이트 만족도의 조절 역할
[관광학] 관광동기에 따른 관광지 이미지, 방문만족, 재방문의도간의 구조적 관계에 관한 연구
[졸업]부부의 성역할 태도 및 결혼 만족도에 관한 연구
영삼성 지식플러스(삼성 SSAT 시사상식)[20100127_20110315]
마케팅 전략 사례조사
기업메세나 사례 연구
분야
50500638.pdf [무료 PDF 뷰어 다운로드]
