공영관광지 유형과 방문경험에 따른 관광만족과 행동의도 차이비교연구 : 최초방문자와 재방문자의 비교를 중심으로

Abstract

This study aims to examine the level of Korean tourists’ satisfaction with the facilities and services at public tourist attractions on Jeju Island and to identify the difference in visitors’ experience between first-time visitors and repeat visitors. In addition, by investigating the difference in satisfaction and behavioral intention by the type of tourist attraction, the present study provides useful implications in improving and promoting public tourist attraction facilities in Jeju Island. As a result, 25 paid public tourist attractions and a total effective sample of 1,000 were analyzed in all. The results revealed that service satisfaction factors in public and natural resources tourist attractions were higher among first-time visitors than among repeat visitors. Among the facility satisfaction factors, first-time visitors showed a higher level of satisfaction with conveniences for vulnerable groups than repeat visitors did. Among attractiveness satisfaction factors, repeat visitors displayed a higher level of satisfaction with attractive tourist attractions than first-time visitors did. Last, behavioral intention for public and natural resources tourist attractions was higher among repeat visitors than among first-time visitors. A tourism satisfaction comparison of first-time visitors and repeat visitors in the present study would help to not only suggest an appropriate strategy to attract customers to public tourism attractions, but would also enhance the competitiveness of public tourism attractions on Jeju Island, as it eventually leads to behavioral intention.