여행경험이 재방문의향에 미치는 영향 : 여행자의 기억 및 만족의 역할을 중심으로

Abstract

In this study, empirical analyses were performed on visitors to Jeju-do in order to clarify the effect of travel experience on the revisit intention. The data for this study was collected using an online survey that was sent to tourists who had visited the main Jeju-do. The research hypotheses were tested using factor analysis, path analysis, and t-test. The results were consistent with the hypothesis that both cognitive experience and emotional experience finally defined the formation of revisit intention via assessment of satisfaction and vividness of memory. In other words, the formation of revisit intention was affected significantly not only by improvement of satisfaction through travel experience but also by vivid memory of travel. Along with that, we verified the effect that travelers' recollection of their travel experience or sharing of such experience with others would have on the evaluation of travel experience or the revisit intention. Through that, it was found that the rehearsal had a desirable influence on a series of psychological process ranging from travel experience to formation of revisit intention. The academic contribution of this study was that it dimensionalized the cognitive experience, including the items pertaining to specific tourism resources or service. Furthermore, this study established an integrated evaluation model that could explain the relationship of positive and negative emotional experience of the pairs with vividness of memory, satisfaction, and revisit intention.