Abstract
This study examines how the internal motivation of Culture Tourism Commentator affects self-efficacy, organizational commitment and customer orientation and examines the results. 171 valid Kangwon cultural tourism commentators were selected and surveyed. The completed copies of the questionnaire were used for the research. Frequency, factor, reliability and regression analyses with SPSS 20.0 were conducted on the data.<BR> The research results are as follows. First, the challenge, pleasure, and growth potential of internal motivation have a positive effect on self-efficacy.<BR> Second, the pleasures and growth potential factors of the internal motivation of Gangwon Culture Tourism Commentator had a positive effect on organizational commitment, but the challenger did not affect organizational commitment.<BR> Third, self-efficacy has a positive effect on tissue commitment. Fourth, self-efficacy and organizational commitment had a positive effect on customer-oriented service provision needs. Fifth, self-efficacy and organizational commitment were found to have a positive effect on meeting customer needs of customer orientation.
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