일본인 쇼핑 관광객의 여행지에 대한 자아 이미지 일치성이 쇼핑 관련 기능적 일치성과 여행지 만족에 미치는 영향에 관한 연구

Abstract

The purpose of this research is to increase shopping tourists’ destination satisfaction by investigating the impacts of tourists’ destination-self congruity and shopping- related functional congruity on destination satisfaction, moderated by the self construal level. The Tourists’ destination-self congruity construct has been divided into two sub-constructs, namely private (actual and social) self congruity and public (social and ideal social) self congruity. It was hypothesized that the two types of self-congruity affect destination satisfaction directly, and indirectly through shopping-related functional congruity. It was also hypothesized that the tourists’ self construal level (independent and interdependent) moderate the relationship between the two types of self congruity and destination satisfaction. We conducted a survey of 300 Japanese tourists visiting Korea throughout October of 2015 who had a shopping purpose for their travel. Results from a structural equation modeling analysis using Lisrel and moderated regression analysis show that most of the hypotheses were supported. Specifically, the results show that private destination-self congruity and shopping-related functional congruity affect tourists’ destination satisfaction. Also, the two types of self-congruity affect functional congruity. According to a moderation analysis of the self-construal level, the results show the following: 1) Independent self-construal magnifies the impact of private self-congruity on destination satisfaction. 2) Interdependent self-construal magnifies the impact of public self-congruity on destination satisfaction. Theoretical and managerial implications are also discussed.