한식 이용고객 관광지선택속성이 만족 및 한류관광 행동의도에 미치는 영향

Abstract

The purpose of this study is to examine the influence of tourist attractions selection attributes of Korean food on customer Satisfaction and behavior intention of Hallyu tourism. Data collection was conducted from Jan 1, 2020 to Jan 20, A total of 330 copies of the questionnaires were distributed and 310 copies were collected. To achieve the research objective, statistical analysis was conducted through SPSS23.0 and AMOS statistics program. As a basic analysis, frequency analysis and technical analysis were conducted to understand demographic characteristics, and exploratory factor analysis, confirmatory factor analysis, and reliability analysis were performed to determine the reliability and validity of respondents. After verification, the hypothesis was verified by performing a covariance analysis. First, the touristic choice attribute will have a significant effect on satisfaction. Second, satisfaction will have a significant effect on behavioral intention. Third, attraction choice attributes will have a significant effect on behavioral intention. This study is to analyze the influence of the choice of tourist destination choices on customer satisfaction and the intention of Hallyu tourism in Korea. The purpose of this study was to analyze the customer satisfaction using the selection attributes of Korean food and to suggest academic implications linked to Hallyu tourism and suggestions for establishing a marketing strategy to develop popular global menus of catering companies.