관광지매력성이 지각된 가치와 재구매의도에 미치는 영향

Abstract

The purpose of this study is to grasp the effective relationship of perceived value of the attractiveness of tourist destination on repurchase intention. Based on the theory and methodology required for theoretical study, this study derived the measurement items of components of tourist attractions attractiveness, perceived value, repurchase. With the measurement items of components obtained through these literature studies, the empirical survey was conducted for 30 days to achieve the purpose of this study. To achieve the purpose of this study, the literature study method and the empirical study method were combined, and the empirical analysis for hypothesis verification was conducted through a total of 164 samples excluding invalid 29 questionnaires among a total of 193 questionnaires, and for statistical process, frequency analysis, exploratory factor analysis, reliability and validity analysis, correlation analysis, multiple regression analysis, and regulatory regression analysis were conducted using SPSS WIN 22.0 program. As a result of the analysis, the reliability and validity of each variable were verified and the suitability of the study model was verified. The results of the analysis are as follows. First, it was intended to grasp what effect the attractiveness of tourist destination has on perceived value, and the analysis result showed that tourist destination attractiveness has an affect on perceived value. Second, it was intended to grasp what effect the perceived value had on repurchase. As a result of the hypothesis verification that the perceived value has an effect on repurchase, it showed that it had a statistically significant effect. Third, it was intended to grasp what effect the attractiveness of tourist destination has on repurchase, and the analysis result showed that tourist destination attractiveness has an affect on repurchase.