A Study on the Moderating Effect of Psychological Power in the Relationahip between Service, Image, and Satisfaction in the Tourism Context

• 발행기관: 국제융합경영학회
• 저자명: Davaanyam BOLORTUYA Muhammad RAZA Jin-Kwon KIM Tony-Donghui AHN
• 간행물 정보: 『융합경영연구』Vol.11 No.1, 45~52쪽, 전체 8쪽
• 주제분류: 경제경영 > 경영학
• 파일형태: PDF
• 발행일자: 2023.02.28

영문 초록

Purpose: The purpose of this study is to investigate the relationship between service quality, destination image, and tourist satisfaction for foreign tourists visiting Korea, and in particular, to analyze the moderating effect of psychological power in the relationship. Research design, data, and methodology: A research model was derived through existing literature research and a survey was conducted on foreign tourists visiting Korea. Structural equation model of SPSS and AMOS24.0 were used for data analysis and hypothesis testing. Results: The tourism service quality affects the image of tourist attractions. Images of tourist attractions were found to affect tourism satisfaction. It was found that the lower the psychological power, the greater the effect on the relationship between service quality and image, and the relationship between image and satisfaction. Conclusions: This study demonstrated that service quality at travel destinations is a key factor in order to enhance the image and satisfaction of Korean tourist destinations for foreigners visiting Korea. On the other hand, since the image and satisfaction level of the tourism destination vary depending on personal factors such as psychological power, it suggests that travel industry workers or researchers should develop and operate services tailored to the individual characteristics of the tourists.

키워드

Service Quality Image Satisfaction Psychological Power Tourism