미얀마 파고다 관광지 이미지가 관광지 태도, 만족도, 재방문 의도에 미치는 영향에 관한 연구 (A Study on the Effect of the Myanmar Pagoda Tourist Destination Image on Tourist Destination Attitude, Satisfaction and Revisit Intentions)

서지정보

· 발행기관 : (사)한국관광레저학회
· 수록지 정보 : 관광레저연구 / 28권 / 5호 / 41 ~ 60페이지
· 저자명 : 테테웨이, 설훈구

초록

This research studies the multi-facets of Myanmar pagoda in destination image, their relationships with attitudes, satisfaction and revisit intention of visitors. A survey was conducted to the 183 visitors who visited three major pagoda destinations such as Yangon, Bagan, and Innlay in Myanmar. The empirical results can be summarized as follows. First, Myanmar Pagoda destination image comprises two dimensions such as cognitive and emotional images. The cognitive image was drawn out of four factors such as infrastructure advantages, unique tourism resources, rich tourism resources, and travel value. The emotional image was drawn out of two factors such as bucolic emotion and comfort. Second, the image of Myanmar Pagoda tourist destination impacts on destination attitude in infrastructure advantages, unique tourism resources, rich tourism resources, and travel value, and comfort of emotional image. However, factor of the bucolic emotion has not impacted on the tourist destination attitude. Third, the impact of tourist destination attitudes significantly affect satisfaction and revisit intention of visitors. Fourth, visitors' satisfaction has a significant influence on revisiting intention of visitors. The destination images are intended to have a positive influence to destination attitude, satisfaction, revisit intention of visitors for the sustainability of the visitors' influx.

영어초록

This research studies the multi-facets of Myanmar pagoda in destination image, their relationships with attitudes, satisfaction and revisit intention of visitors. A survey was conducted to the 183 visitors who visited three major pagoda destinations such as Yangon, Bagan, and Innlay in Myanmar. The empirical results can be summarized as follows. First, Myanmar Pagoda destination image comprises two dimensions such as cognitive and emotional images. The cognitive image was drawn out of four factors such as infrastructure advantages, unique tourism resources, rich tourism resources, and travel value. The emotional image was drawn out of two factors such as bucolic emotion and comfort. Second, the image of Myanmar Pagoda tourist destination impacts on destination attitude in infrastructure advantages, unique tourism resources, rich tourism resources, and travel value, and comfort of emotional image. However, factor of the bucolic emotion has not impacted on the tourist destination attitude. Third, the impact of tourist destination attitudes significantly affect satisfaction and revisit intention of visitors. Fourth, visitors' satisfaction has a significant influence on revisiting intention of visitors. The destination images are intended to have a positive influence to destination attitude, satisfaction, revisit intention of visitors for the sustainability of the visitors' influx.

참고자료

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