문화유산관광에 대한 진정성, 만족도, 그리고 다차원적 충성도간 구조적 관계: 인지적-정서적-행동적 충성도를 중심으로 (Structural Relationship among Authenticity, Satisfaction, and Multi-Dimensional Loyalty toward Cultural Heritage Tourism: Focusing on Cognitive-Affective-Behavioral Loyalty)

서지정보

· 발행기관 : 한국호텔관광학회
· 수록지 정보 : 호텔관광연구 / 17권 / 4호 / 1 ~ 21페이지
· 저자명 : 윤설민, 민보영

초록

It is important to promote satisfaction and loyalty of visitors for the successful destination management. Especially, authenticity is an imperative factor for cultural heritage tourism nowadays. Therefore, having authenticity is necessary to manage tourist experience. This study tried to examine the effect relationship among authenticity, satisfaction, and loyalty of tourists in cultural heritage tourism. To this end, an onsite survey was conducted for respondents who visited the cultural heritage tourism sites within 1 year using convenience sampling method from October 26 to 27, 2013. A total of 322 were obtained from the survey and used for analysis(frequency analysis, descriptive analysis, reliability analysis, confirmatory factor analysis, structural equation modeling). After testing and verifying eight hypotheses, the results showed that all research hypotheses were accepted. Concretely, some results deduced from quantitative evaluations are as follows: First, objective authenticity appeared to be positively related on existential authenticity. Second, objective authenticity and existential authenticity had a positive effect on satisfaction which in turn, influenced cognitive loyalty as well as affective loyalty. Third, cognitive loyalty seemed to have statistically significant influence on affective loyalty as well as behavioral loyalty. Finally, affective loyalty appeared to be positively related to behavioral loyalty. Taken together, The results indicate that objective and existential authenticity is necessary factor when explaining satisfaction and multi-dimensional loyalty directly and indirectly. Therefore, it is very important to preserve heritage and expand traditional tourism experience for strengthening satisfaction and loyalty of visitors. Managerial implications for cultural heritage tourism were presented in the conclusion section.

영어초록

It is important to promote satisfaction and loyalty of visitors for the successful destination management. Especially, authenticity is an imperative factor for cultural heritage tourism nowadays. Therefore, having authenticity is necessary to manage tourist experience. This study tried to examine the effect relationship among authenticity, satisfaction, and loyalty of tourists in cultural heritage tourism. To this end, an onsite survey was conducted for respondents who visited the cultural heritage tourism sites within 1 year using convenience sampling method from October 26 to 27, 2013. A total of 322 were obtained from the survey and used for analysis(frequency analysis, descriptive analysis, reliability analysis, confirmatory factor analysis, structural equation modeling). After testing and verifying eight hypotheses, the results showed that all research hypotheses were accepted. Concretely, some results deduced from quantitative evaluations are as follows: First, objective authenticity appeared to be positively related on existential authenticity. Second, objective authenticity and existential authenticity had a positive effect on satisfaction which in turn, influenced cognitive loyalty as well as affective loyalty. Third, cognitive loyalty seemed to have statistically significant influence on affective loyalty as well as behavioral loyalty. Finally, affective loyalty appeared to be positively related to behavioral loyalty. Taken together, The results indicate that objective and existential authenticity is necessary factor when explaining satisfaction and multi-dimensional loyalty directly and indirectly. Therefore, it is very important to preserve heritage and expand traditional tourism experience for strengthening satisfaction and loyalty of visitors. Managerial implications for cultural heritage tourism were presented in the conclusion section.

참고자료

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