관광목적지에 대한 지각된 가치와 충성도의 관계-관여도와 신기성추구경향의 조절관계를 중심으로- (Perceived Values and Tourists' Destination Loyalty - The Moderating Role of Level of Involvement and Novelty -)

서지정보

· 발행기관 : 한국호텔관광학회
· 수록지 정보 : 호텔관광연구 / 16권 / 3호 / 1 ~ 22페이지
· 저자명 : 강윤경, 정규엽, 장현종

초록

In tourism destination context, it has been proposed that psychological factors are highly likely to affect on tourists' decision making process. Therefore, the purpose of this study is to examine the role of novelty seeking tendencies and involvement between tourists' perceived value and destination loyalty after their visiting experience. A survey was conducted for one month to people who have travelled to Jeju island during the last three years and 250 valid samples were drawn to investigate the above mentioned research questions. Jeju island is chosen for this study considering its uniqueness and exoticness for Koreans among domestic destinations. The study was resulted that both novelty and involvement has positive(+) effects on the relationship between the perceived value and destination loyalty. However, economic(monetary) value was appeared to affect weaker with the role of novelty and involvement while emotional value is more important factors to shape destination loyalty for tourists. Based on the result of this study, several recommendations are made as following; Frist, it is recommended for tourism destination marketers and travel agencies to develop the system to offer the consistent service level to improve the perceived value of destination. Secondly, it is important to vary travel products toward more experience-involved program in order to overcome tourists' novelty seeking tendencies. Thirdly, it is also important to improve the way of communication understanding the specific needs of the each tourist's level of involvement. Lastly in destination marketing, it will be more effective to appeal more on emotional aspects of potential tourists. Based on findings of this study, it is highlighted to develop and implement marketing activities toward tourists' novelty and involvement.

영어초록

In tourism destination context, it has been proposed that psychological factors are highly likely to affect on tourists' decision making process. Therefore, the purpose of this study is to examine the role of novelty seeking tendencies and involvement between tourists' perceived value and destination loyalty after their visiting experience. A survey was conducted for one month to people who have travelled to Jeju island during the last three years and 250 valid samples were drawn to investigate the above mentioned research questions. Jeju island is chosen for this study considering its uniqueness and exoticness for Koreans among domestic destinations. The study was resulted that both novelty and involvement has positive(+) effects on the relationship between the perceived value and destination loyalty. However, economic(monetary) value was appeared to affect weaker with the role of novelty and involvement while emotional value is more important factors to shape destination loyalty for tourists. Based on the result of this study, several recommendations are made as following; Frist, it is recommended for tourism destination marketers and travel agencies to develop the system to offer the consistent service level to improve the perceived value of destination. Secondly, it is important to vary travel products toward more experience-involved program in order to overcome tourists' novelty seeking tendencies. Thirdly, it is also important to improve the way of communication understanding the specific needs of the each tourist's level of involvement. Lastly in destination marketing, it will be more effective to appeal more on emotional aspects of potential tourists. Based on findings of this study, it is highlighted to develop and implement marketing activities toward tourists' novelty and involvement.

참고자료

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