참여형 스포츠관광객의 기억할만한 관광경험과 관광객 만족도, 장소애착, 관광지 충성도 간의 구조관계 분석

Abstract

Providing memorable tourism experiences(MTEs) plays a key role in determining the competitiveness and sustainability of a destination. Therefore, destination managers face a challenge in identifying facilitating and maintaining MTEs among tourists. The purpose of this paper was to examine the structural relationships between MTEs, tourist satisfaction place attachment, and destination loyalty among active sport tourists. For achieving the purpose of this article, the present study surveyed tourists visiting jukdo beach is located in yangyang country in Gangwon province, South Korea. A total of seven hypotheses were verified using frequency analysis, reliability analysis, correlation analysis, confirmatory factor analysis, and structural equation modeling through SPSS 22.0 and AMOS 22.0 statistics. The results were follows. First, MTEs had a positive effect on tourist satisfaction. Second, MTEs had a positive effect on destination loyalty. Third, tourist satisfaction had a positive effect on place attachment. Fourth, tourist satisfaction had a positive effect on destination loyalty. Fifth, place attachment had a positive effect on destination loyalty. Sixth, tourist satisfaction fully mediated the path between MTEs and destination loyalty. Seventh, place attachment did not mediate the path between tourist satisfaction and destination loyalty.