관광지스토리텔링에 따른 러브마크형성이 관광객 만족도 및 충성도에 미치는 영향

• 영문명: An effect that creating a lovemark according to tourism destination storytelling has on tourist satisfaction and loyalty: Focusing on Sunwon Hwasung Fortress, Gyeonggi province
• 발행기관: 관광경영학회
• 저자명: 류인평 양영관 최정효
• 간행물 정보: 『관광경영연구』제21권 제3호, 55~77쪽, 전체 23쪽
• 주제분류: 사회과학 > 관광학
• 파일형태: PDF
• 발행일자: 2017.05.31

영문 초록

The purpose of this study is to investigate the cause-effect relationship between creating a love-mark through storytelling on tourist sites, focusing on 'Suwon Hwaseong Fortress' designated as UNESCO World Cultural Heritage and it is aiming at verifying the relationship on how the love-mark influences on level of satisfaction and loyalty of tourists. In order to accomplish the purpose of the study, the questionnaires were distributed to the tourists visiting Suwon Hwaseong to obtain 259 final copies for facilitating in the study and SPSS.18.0 Program was used for the analysis. Following is the summary of result of this study. First, from the factors of storytelling on tourist sites, it was analyzed that the education factor, description, uniqueness, and sensitivity had a significant positive effect on creating the love-mark for tourists. Second, the love-mark is shown to provide positive (+) influence on the level of satisfaction and loyalty of tourists for the lower factors of the love-mark with respect to the cause-effect relationship on the tourist satisfaction and loyalty. And third, the analysis showed that the satisfaction level of the tourists influences positively on the loyalty as a result of verifying the cause-effect relationship of satisfaction on loyalty of the tourists.

목차

Ⅰ. 서론

Ⅱ. 이론적 배경

Ⅲ. 연구설계

Ⅳ. 분석결과

Ⅴ. 결론

참고문헌

키워드

Tourism Destination Storytelling Lovemarks Satisfaction Loyalty