성서ᆞ신화 스토리텔링이 관광객의 지각된 가치와 행동의도에 미치는 영향

• 영문명: A study on the effects of bible and myth's storytelling on Tourists' Perceived Value and Behavioral Intention: Targeting Korean Tourists who Visit Europe
• 발행기관: 관광경영학회
• 저자명: 허지현 김정준
• 간행물 정보: 『관광경영연구』제17권 제2호, 385~405쪽, 전체 21쪽
• 주제분류: 사회과학 > 관광학
• 파일형태: PDF
• 발행일자: 2013.06.30

영문 초록

As the importance of destination's brand differentiation strategy is increasing, emotional and authentic storytelling in destination is becoming a growing source of competitive power and consider as an effective way to appeal to the tourists. The purpose of this study is to analyze the influence of bible and myth's storytelling on tourists' perceived value and behavioral intention. As its results first, all factors except understanding factor of bible and myth's storytelling had positively influenced on functional value, and all factors had positively influenced on emotional value. Second, functional value and emotional value had positively influenced on tourists' behavioral intention. Lastly, all factors of bible and myth's storytelling had positively influenced on tourists' behavioral intention. While this study contained similar results compared with previous studies of tourism storytelling, but this study provided substantial consequence that factors in bible and myth's storytelling positively influence on tourists' perceived value and behavioral intention.

목차

Ⅰ. 서론

Ⅱ. 이론적 배경

Ⅲ. 연구 설계

Ⅳ. 실증분석 결과

Ⅴ. 결론

참고문헌

키워드

The Bible Storytelling The Myth Storytelling Perceived Value Behavioral Intention