관광지의 매력성과 이미지가 관광객의 행동 의도에 미치는 영향: 긍정적 감정과 지각된 가치를 중심으로

Abstract

Purpose - The study attempted to present the direction of local tourist destination marketers by emphasizing the importance of attractiveness and image for tourist destination. This study is to investigate the effect of attractiveness and image of tourist destination on behavioral intentions. Design, data, and methodology -To perform this study, Total 210 questionnaire were distributed to people who had experienced domestic travel dated from April 5th to July 16th. Excluding unworkable data, usable 174 responses were obtained for empirical analysis. Result -The main consequences are as following: (1) the attractiveness of tourist destination had a significant effect on the positive emotion. (2) the image of tourist destination did not have a statistically significant effect on positive emotion. (3) the attractiveness of tourist destination had a significant effect on perceived value. (4) the image of tourist destination had a significant effect on perceived value. (5) the positive emotion of tourist has a statistically significant effect on the perceived value. (6) the positive emotion and perceived value of tourist have a significant effect on the behavioral intention. Conclusions - The results show that in order to increase the formation of positive emotion and perceived values, it is important to intensively manage the attractiveness and image factors perceived as important to provide reliable information to tourists.