역사문화거리의 옥외간판 색채가 관광만족도 및 재방문 의도에 미치는 영향

Abstract

This study analyzed the relationship between the color of outdoor signboards, satisfaction, and revisit intention of visitors to Chengdu City for tourists visiting historical and cultural streets. First, color analysis of the KSCA line was performed, and the color survey results were used as a questionnaire. In addition, reliability analysis, exploratory factor analysis, correlation analysis, and multiple regression analysis were performed using SPSS 27.0. According to KSCA results, the traditional outdoor signage colors were mainly low and medium brightness, and the modern outdoor signage colors were high and high brightness. In addition, it was found that the color of traditional outdoor signboards had a positive effect on tourism satisfaction. It was found that the color of modern outdoor signboards had a negative effect on tourism satisfaction. And, it was found that it had a positive effect on the intention to revisit. Based on the results of this study, the following implications can be presented. The original street and architectural style of the historical and cultural streets should be respected, and ensuring integration into the historical and cultural streets should proceed with strong preparation and brightness at the same time.