재미교포 관광객의 제주 방문

Abstract

The tourism image can be very useful for management and marketing strategy of the manager of recreational facilities. The discussions on the formation and measurement of Tourism image have continued, currently the study by a measuring method of cognitive and emotional image is dominant. This study examined closely the structural relationship ranging from tourism satisfaction to revisit intention by measuring the foreign tourists' tourism image. The purpose of the study is divided into two. First, the study is to see if there is any difference in the image of tourism destination, making a distintion between before-visit and after-visit of inbound tourists. Second, the study is to understand the perceived image factors after visit and what image variants affect tourism satisfaction, revisit intention and recommendation intention. To accomplish these purposes, on this study, a survey was conducted targeting korean-American tourists, reliability & validity analysis, corelation analysis and factor analysis were done with collected soft-data, and t-test analysis was carried out to compare the image differences between prior and after travel. Multiple regression analysis was completed to analyse the factors which affect tourism image. To sum up the result of analyses, First, cognitive and emotional image differences between prior travel and after travel was analysed to have different influence on tourism satisfaction, revisit intention and recommendation intention. That is, the influence of the factors between prior travel and after travel was different, factors prior travel were highly influential and factors after travel had little influence. Second, a cognitive image in tourism image showed significant influence on tourism satisfaction, revisit intention, recommendation intention. An recreational content factor was analysed to have the biggest influence among others. Third, an emotional image in tourism image appeared to have little influence on tourism satisfaction, revisit intention, recommendation intention. It was analysed that an entertainment factor, however, was reliable in its influence and significance level.

The derived implications on the basis of the result of these analyses are as follow; First, the current image of Jeju island saw other factors' level decrease more after travel than prior travel, except the natural environment factor in image factors of prior & after travel. Therefore, it is required to diversify and specialize the factors which affect tourism image. Second, as a result of an empirical analysis, Jeju Island provides the simple type of tourism focusing on the natural landscape and does not meet the various needs of tourists. Therefore, it is required to have customized programs and plans that match the characteristics of tourists. Lastly, improvement should be made on an emotional image which appeared less influential than a cognitive image. For an emotional image is closely related to a cognitive image, improvements are necessary in a complementary aspect.