관광매력성이 지역이미지에 미치는 영향 : 전라북도 익산시를 중심으로

Abstract

This study tested whether tourism attractiveness affects local image. Samples were taken using convenience sampling. The survey was conducted on residents in Iksan city and 190 copies were used for analysis. The data analysis used the SPSS statistical program, tested reliability based on the Cronbach α value, and conducted a factorial analysis to test feasibility. The hypothesis was tested by performing a regression analysis and identified the importance of each subcomponent. As a result of the test, cultural experience, rural experience, and recreational activities among the components of tourism attractiveness were analyzed to affect the emotional image. And tourism prices, hospitality, shopping, natural tourism and cultural relics have been shown to affect the cognitive image. These results can provide the following implications. First, local governments in medium and small cities will be able to maximize the dual effects of economic development and improvement of local image by creatively utilizing the scattered tourism resources of the region. Second, local governments will need to implement emotional and cognitive image strategies differently rather than implementing uniform image strategies. Third, it will be necessary to develop and strengthen factors such as empirical elements and emotional fulfillment through activities in order to strengthen the emotional image. Fourth, it will be necessary to improve the cognitive image through the management of tourism prices, improvement of facilities in distribution and markets, the creation of conditions for purchasing specialties and agricultural products, and the friendly movement of local residents.