개인 가치관이 관광만족도와 충성도에 미치는 영향 : 유네스코 세계문화유산 중국 공묘(취푸우曲阜)를 대상으로

Abstract

The purpose of the present study was to gain a deeper insight into tourists’ satisfaction, focused on Confucius Temple (Qupuu) in China, one of the world cultural heritages. Thus, the current study aims to determine the understanding and perception of tourists visiting Confucius Temple (Qupuu); and empirically examine the structural relationship among individual values, tourist motivations, and the satisfaction and loyalty of tourists. the study uses the means-end chain theory to build a conceptual model. The questionnaires were designed through the review of prior research. After the initial instrument was refined, subsequently, the main study was carried out online for about three weeks, between November 11 and November 21, 2022. A total of 221 valid questionnaires were collected through the online survey. The validity and the reliability of the measurement model were evaluated, and then. the relationships between constructs were verified to identify the research hypotheses. The findings of this study reveal that, with the exception of the relationship between socioeconomic value and satisfaction, and the relationship between socioeconomic value and loyalty, the underlying dimensions have a significant effect on satisfaction and loyalty. The study shows how tourists view the cultural heritages, Confucius Temple (Qupuu) using the means-end chain theory. Implications for further study and managerial strategies in the field of cultural heritages sector are discussed.