내국인 관광객의 드라마 촬영지 방문동기와 만족에 관한 연구

Abstract

Popular culture is mainly shared with the public by the visual media such movies, TV dramas and commercials, etc. It makes the public have more interest in real places and locations appeared in movies or TV dramas. So, in recent, there is a newly emerging tourist market named movie or TV drama induced tourism. This kind of market makes tourists broaden their choices to choose where they visit beyond the stereotyped sights and prove that potential tourists use the information from visual media in creating their own images of places and they spend not the original images but created images in their consciousness. News, movies and TV program relatively convey substantial information in given time and people usually accept this kind of information in a detached view because they believe that they have no commercial purpose. Also, To expose the places through visual media helps overcome the limit caused by the characteristic of tourism products that they are invisible. In the tourism aspect, showing the places through TV drama is emerged as new and powerful marketing communication. Recently, Jeju is more frequently used as the locations of TV dramas and TV shows for its pristine nature, exotic mood, various resorts and leisure facilities with high-quality. In this situation, Jeju could get rid of the images as old and stereotyped tourist destination in the domestic tourism market. Individual tourist sights and resorts exposed through TV drama in Jeju also are loved by the tourists. The purpose of this study was to examine the differences in satisfaction by the group classified by the tourist motivation visited TV drama location and the relationship among satisfaction, recommendation and revisit intention. To accomplish the purpose of this study, theoretical review and empirical analysis were jointly carried out. For the empirical study, using the survey method, it was conducted by 3 surveyors who were pre-trained for its purpose and process between March 27 and April 5, 2009 in TV drama 'Tae Wang Sa Shin Gi's location in Jeju. Total 250 questionnaires were distributed to domestic tourists in the location and collected all of the samples. Finally, 219 samples were used for the statistical analysis. In the statistical analysis using SPSS 12.0 Windows, frequent analysis, factor analysis, ANOVA, K-means cluster analysis and multiple regression analysis were used. The major findings of this study can be summarized as follows; First, there were significant differences in tourist satisfaction by the groups classified with tourists' motivation. Second, there were significant differences in recommendation and revisit intention by the groups classified with tourists' motivation. Third, there were partially signigicant positive relationship between the tourists' satisfaction and recommendation. Finally, there were partially significant positive relationship between tourists' satisfaction and revisit intention. The results of this study implicate that marketers need to focus on the tourists' motivation who visit the TV drama locations, newly emerged as tourist sight and recognize that it is the main concept to identify characteristic of the locations as the individual tourist sight. Also, they need to identify which element of satisfaction needs to be fulfilled for managing the recommendation and revisit and improve their location to maintain its operation as the tourist sight.