관광지 이미지와 관광객 만족, 재방문과의 관계 -방한 중국인 관광객을 중심으로-

Abstract

In the past, many studies have been conducted on the image of tourist destinations in Korea, tourism satisfaction, re-visit intention, recommendation, and loyalty of Chinese tourists. But Studies on the effect of long-term anti-Korean sentiment among Chinese on tourism are insufficient. This research aims to provide a strategic preview about which factor of image that we have to prioritize in order to enhance the chinese tourists’ image of Korean tourist spots, tour satisfaction, and their intention to revisit Korea. To be more specific, we analyzed the relation among the general image of tourist spot, tourists’ satisfaction, and their intention to revisit Korea. Also we figured out which of the images are influencing the formation of the tourist spot’s general image. For the research, we established 5 total hypotheses and 4 subordinate hypotheses. The survey was conducted in hotels that are located in Seoul and 184 copies in total were utilized in the research.<BR> The result of the analysis is as in the following. First, the sentimental image gave positive impact on the general image. Second, the general image of the tour spots possessed influence on tourists’ satisfaction, especially the cognitive image. Third, tourists’ satisfaction was found to be influencing their intention to revisit Korea.<BR> As a result of the study, it was confirmed that the image of a tourist spots affects the satisfaction of tourists and the intention to revisit the tourist spots. The implication of this study, First, it can be said that the development of experiential tourism contents with a theme and innovation of tourism contents such as leisure sports-type new experiential tourism are necessary. Second, in order to induce re-visiting of Chinese visiting Korea, it is necessary to re-examine new Korean tourism contents preferred by Chinese people, such as supplementation, development, and promotion.