관광지 서비스 품질, 관광지 이미지 및 재방문의도 간 관계에서 한류의 조절효과

Abstract

Korean wave has recently been spreading across borders throughout Asia, and its scope has expanded. This study focused on how Korean wave has spread over in Africa which is a region newly influenced by Korean wave. The purpose of this study was to examine the relationship among tourism service quality, tourism image, and revisit intention focused on African students residing in Korea as well as the moderating effect of Korean wave between tourism service quality/tourism image and revisit intention. The results from structural equation modeling showed that destination service quality significantly affected destination image(tourism resource, infrastructure, environment) and the biggest effect was observed on ‘infrastructure.’ Only ‘tourism resource’ among three factors of tourism image had influence on revisit intention, and tourism service quality did not have any effect on revisit intention. Korean wave had no significant moderating effect on relationships between tourism service quality and revisit intention; however, there was a moderating effect of Korean wave between destination image and revisit intention in part. Our findings suggest that in order to attract more African tourists, a high quality of service should be provided through hospitality, information service training for the service staff and a variety of interesting tourism resources should be continuously developed. Moreover, the development of a variety of Korean wave contents using K-pop would encourage African tourists to revisit Korea.