관광목적지로 대전은 매력적인 도시인가?

Abstract

The purpose of this study is to examine whether Daejeon is an attractive city as a tourist destination based on the evaluation of potential consumers, and to derive what direction Daejeon should take as a future tourist destination. To achieve this purpose, an online survey by stratified sampling method is conducted by tourists who have visited Daejeon for tourism purposes within one year. The results of analysis such as Importance Performance Analysis(IPA) and regression analysis are summarized as follows. First, as a result of the IPA, three items (natural tourism resources, shopping tourism resources, food tourism resources) would be necessary for continuous maintenance by Ⅰ quadrant(keep up the good work) of IP matrix. Second, positive influences were found in the regression analysis results between tourism attractiveness, overall satisfaction, and behavioral intentions. Meanwhile, after examining analysis results of mediation effect, overall satisfaction was statistically found to be a partial mediating variable to connect tourist attractiveness and behavioral intention. Implications based on the findings were presented in detailed at the concluding section.