섬 해양 관광지 평가 속성의 만족도 삼요인 모델

Abstract

The purpose of this study is to classify evaluation attributes’ satisfaction of the island's marine tourist destinations by applying the three-factor model of customer satisfaction. In order to derive the evaluation attributes of island tourist destinations, prior studies were reviewed on the evaluation attributes of island tourist sites. After reviewing the research of Matzler & Sauerwein (2002) and prior research on the domestic and international satisfaction model to understand the structure of three-factor model of customer satisfaction, research problems were established to classify the attribute satisfaction of island tourists into basic factors, performance factors, and excitement factors. A questionnaire survey was conducted from 25 July to 8 August 2020 for a tourist visited the Bijin Island. A total of 208 replies were analyzed. According to the results, “Content attribute satisfaction”(entertainment, food, sightseeing programs, souvenirs/souvenirs) and “Satisfaction with transportation attributes”(number of passenger ship operations, passenger ship waiting time, passenger ship fares) are identified as basic factors; “Information Guide Attribute Satisfaction”(guidance signs, diversity of prior information, accuracy of prior information) is excitement factors; “Infrastructure property satisfaction”(amenities, entertainment facilities, local restaurants and accommodations) is indifference factors. This study not only makes theoretical contributions to the study of island tourism satisfaction but also offers practical suggestions for island village operation manager.