관광해설서비스의 속성 인식이 해설서비스 재이용의도와 여행만족도에 미치는 영향

Abstract

The study investigated the impact of the tourism interpretation service attributes on the intention to service re-use and tourist satisfaction. The practical survey was performed for the tourists who had travel experiences in three years with the use of interpretation services at tourist places. The analysis of 259 questionnaires indicated that the tourism interpretation service consisted of two main attributes as a result of factor analysis: interpreters' professionality(the interpretation competence, the professional knowledge, the attitude of the interpreters, and the diversity of information by the interpreters) and the usability of interpretation service(the possibility of interpreter choice, the diversity of interpreting tourist places, the accessibility of service information, and the convenience of interpretation service reservation). By multiple regression analysis, the attribute of interpreters' professionality and the usability of interpretation service directly and significantly contributed to the intention to service re-use and tourist satisfaction. It also found that the attribute of interpreters' professionality had a more significant influence than the attribute of the usability of interpretation service on tourist satisfaction. The results show that the professionality of the interpreters and usability of the interpreter service would be crucial factors to improve tourists’ experiences at tourist destinations and suggest reinforcing the interpretation competence of the tourism interpreters in the fields and systemizing the interpreter service to enhance the tourists’ convenience and make the most of interpreters. The study provides theoretical implication for the significance of the usability of the interpreter service as well as the professionality of the interpreters, and practical implication for the necessity of providing education and training programs for the interpreters.