문화유산관광지 방문객의 관광동기, 관광제약과 관광만족도, 재방문의도 간의 구조적 관계 연구

Abstract

Cultural heritage tourism differs from other types of tourism in that it focuses on the resources of relics and the value of historical sites. Despite high levels of satisfaction among visitors, the intention to return to cultural heritage sites is low. The purpose of this study was to identify the main factors that negatively contribute to the intention to revisit cultural heritage tourism by investigating the structural relationships among cultural heritage tourists who had a higher motive to learn knowledge, as well as higher income and education, when compared to other types of tourism. From November 15 to December 10, 2019, the convenience sampling technique was used to target tourists who visited the Qin Terra-cotta Warriors Museum. The overall findings of this study indicated that tourism motivation influences tourism satisfaction, which in turn influences revisit intention. However, service satisfaction had no effect on revisit intention. Furthermore, while overall travel constraints were found to have a negative impact on tourism satisfaction, intrapersonal constraints had a negative impact on service satisfaction and commentary/knowledge satisfaction. Academically, this research helps to clarify constraints in improving tourism satisfaction and revisiting cultural heritage sites. In other words, the stronger the tourism constraints, the less likely people are to return to cultural heritage sites. This study's findings were also practically useful for developing marketing strategies that included tourism constraints to increase revisit intention.