부산의 관광지 이미지 감성과 만족, 행동의도에 관한 연구

Abstract

The purpose of this study is to examine the effects of tourists’ image sensibility of tourist destinations in Busan on their satisfaction, and the effects of their satisfaction on their behavioral intention. This study focused on Busan citizens and people from other areas. To collect data for this study, a survey was commissioned and conducted by a professional research firm for seven days from November 22 to 28, 2021. Frequency analysis and regression analysis were conducted to analyze the data. Based on the precedent studies, tourists’ image sensibility of tourist destinations consisted of four factors including sense, preference, feeling of joy, existence, and tourists’ satisfaction and behavioral intention were formed in a single dimension. The level of influence of the tourists’ emotion of the image of tourist destinations on their satisfaction was lower in the order of preference, sense (five senses), feeling of joy, and existence (composure). As such, it was confirmed that the tourists’ emotion of tourist destinations had a significant effect on their satisfaction and satisfaction had a significant effect on behavioral intention.