관광경험에 따른 관광지의 위험지각, 선호도, 방문의도의 영향관계 차이 분석 : 대구광역시를 중심으로

Abstract

The purpose of this study was to analyze the difference in the influence relationship between perceived risk, preference and visiting intention according to tourism experience. To accomplish the purpose, data were collected using on-line and on-site survey by tourist consumers from June 22 to July 2, 2020. Several statistical techniques (i.e. exploratory factor analysis, reliability test, ANOVA with a post hoc Bonferroni, multiple liner regression and univariate analysis of variance) were used to analysis the data collected. The results revealed that the sub-variable (e.g., physical risk) of perceived risk was not significantly related with tourism preference, but the other sub-variables (e.g., functional risk, economic risk) of the perceived risk were found to have a partially significant effect. Moreover, the relationship between the sub-variable (e.g., functional risk) of perceived risk and preference was partially significant, and also their relationship was moderated according to the types of tourism experience. Thus, these findings suggest that it is necessary to establish a promotional strategy that can provide utility and value for tourists' time investment and expenditure by re-introducing tourism products and services that can renew their aspect as a tourist destination. Also, it is important to minimize negative emotions and attitudes toward tourist destinations to induce tourists' tourism behavior. To do so, local autonomy and governments make more efforts not only to develop tourism products that can satisfy the needs of tourist consumers, but also to provide information about tourism destination that can promote the psychological stability of tourists.