노인관광객의 국외여행 경험가치가 관광지 이미지와 고객만족 및 충성도에 미치는 영향

Abstract

Purpose In this study, we tried to empirically verify the effect of the experience value of overseas travel of elderly tourists on the image of tourist destinations and customer satisfaction and loyalty.
 Methods The survey for the empirical study was conducted at a restaurant for the last meal before moving to the airport after traveling to elderly tourists aged 60 or older who visited Thailand on a package tour after COVID-19.
 Results As a result of the factor analysis, the experience value of the elderly tourists' overseas travel was classified into social value, emotional value, economic value, service value, aesthetic value, and functional value, and the image of the tourist destination and customer satisfaction and loyalty were each classified as a single dimension. As a result of hypothesis testing, it was verified that functional value, economic value, and service value among the components of experiential value had a significant effect on the image of the tourist destination, but emotional value, social value, and aesthetic value had no significant effect. In addition, social value and service value were analyzed to have a significant effect on customer satisfaction, but emotional value, functional value, economic value, and aesthetic value were analyzed to have no significant effect. Finally, it was verified that the tourist destination image and customer satisfaction had a significant effect on loyalty.
 Conclusion In the end, it was studied that the overseas travel experience value of elderly tourists positively changes the image of tourist destinations, increases customer satisfaction, and increases tourists' revisit, positive word of mouth, and recommendation intention.