생태 문화 소비의 기대-경험 일치 및 불일치에 따른 만족 차이 분석

Abstract

The experiences that meet the expectations are the important factors in shaping the satisfactions of cultural consumptions. This study analyzes the differences in satisfaction by the confirmation or disconfirmation of expectation-perceived performance of cultural consumptions. A total of 2,440 samples obtained through a survey of tourists of the national nature center at national parks are used for the T-test and regression analysis. As a result of statistical analysis on the visitors of the national nature centers, the degree of tourist satisfaction was highest in the order of positive disconfirmation group, confirmation group, and negative disconfirmation. The difference between the negative disconfirmation group and the confirmation group was more than four times greater than the difference between the confirmation and positive disconfirmation group. In addition, in terms of satisfaction influencing factors, in the case of the negative disconfirmation group who have the lowest satisfaction, only three factors had an effect: facility experience, program experience, and service experience. In terms of confirmation group, experience-related factors such as facility experience, service experience, tourist attraction experience, landscape experience, and program experience influenced satisfaction. In terms of positive disconfirmation group, most of the factors of experiences and expectations influenced satisfaction. It means that it is necessary to pay attention to facilities, programs, and service experiences first to reach the basic level of satisfaction, but in the end, it is required to maintain high quality in all aspects of expectations and experiences.