해양관광 서비스스케이프가 관광객의 자서전적 기억과 재방문의도에 미치는 영향

Abstract

Coastal and marine tourism leaves a strong impression on tourists by providing unique travel experiences, which can significantly influence their memories and intention to revisit. This study applied the SOR theory to explore the impact of the coastal and marine tourism servicescape on autobiographical memory and analyzed its effect on revisit intention. The results showed that the environmental conditions, space and functionality, symbols and signs, and artifacts of the coastal and marine tourism servicescape all positively influence the memory rehearsal and memory impact of autobiographical memory. Furthermore, it was found that the memory rehearsal and memory impact of autobiographical memory also positively influence tourists' intention to revisit. This suggests that tourists positively remember their experiences of the coastal and marine tourism servicescape, and such memories play a crucial role in increasing their intention to revisit. This study emphasizes the importance of the coastal and marine tourism servicescape, and provides practical guidelines for enhancing the theoretical understanding of the coastal and marme tourism field, as well as contributing to the sustainable development and improvement of the coastal and marine tourism industry.