Despite the COVID-19 pandemic revitalizing domestic travel, more people are interested in overseas travel after the COVID-19 quarantine measures were recently relaxed. As a result, understanding travelers’ satisfaction factors and behavior intentions is crucial to advancing domestic tourism. Thus, this study investigated the relationship between Korean citizens' satisfaction with domestic travel, revisit intentions, and recommendation intentions. The Korea Culture and Tourism Institute's National Travel Survey data for 2021 was used in this study. Based on 50,800 Korean citizens with domestic travel experience, 1,556 cases were finally analyzed, excluding those who did not respond to overall satisfaction, specific satisfaction, revisit intention, and recommendation intention. In terms of the research method, SPSS was used to conduct frequency analysis and regression analysis.
The study results are as follows. First, overall satisfaction with travel encourages revisit intentions. The order of tourist guide information, natural scenery, restaurants and food, tourism workers' kindness, place identification, and lodging impacted travelers' intention to revisit. Only the congestion of tourist destinations for men and the lodging factor for women independently affected revisit intentions by gender. Secondly, revisit intention was positively correlated with recommendation intention. Third, overall satisfaction was a leading variable for recommendation intention. Among the specific satisfaction items, natural scenery, cultural heritage, and tourist information were influential. Regarding differences by gender, restaurants and food had a significant effect on recommendation intention for women, unlike men. These results are expected to be used as basic data for identifying problems in travel destinations and deriving improvement plans for domestic travel vitalization.