공유숙박 소비가치가 이용만족, 재이용의도 및 관광지 이미지에 미치는 영향

Abstract

This study has demonstrated the effect of shared accommodation consumption value on user satisfaction, intention to reuse, and image of the destination. For the empirical study, 233 questionnaires have been collected from recent users of shared housing. The following are the study's key findings. First, functional value and emotional value have positively affected user satisfaction, whereas economic value has had no significant impact. Second, it was discovered that the functional value, economic value, and emotional value of shared accommodation consumption value all had a significant positive (+) effect on the intention to reuse. The economic value dimension had the most significant effect on the intention to reuse. Only emotional value among the sub-dimensions of shared accommodation consumption value was found to have a significant positive (+) effect on the image of the tourist destination. Therefore, the greater the emotional value perceived by users of shared accommodation, the greater the likelihood that they will form a positive image of the tourist destination. Lastly, it was determined that satisfaction with shared accommodation had a significant positive (+) effect on the intention to return and the image of the tourist destination. Based on the findings of the study, it has been confirmed that the operation of high-quality shared accommodation in the region can result in a rise in the number of tourists as well as a rise in reuse, which is the result of local tourism businesses.