관광지 방문동기와 장소 정체성, 만족에 관한 연구

Abstract

A tourist destination is a place to occur the tourist behavior and one of three components of tourism. To create an ongoing revenue, research is needed for tourist destination properties. A place identity is one of components of tourist destination which influences on a decision making process of tourists. The object of this study is to measure a tourists' motivation, place identity, satisfaction of tourists and to identify its effect on the destination choice behavior. In this study, data collected from 23rd of October to 3rd of November in 2012. 230 questionnaires were distributed to the tourists who visit Jeju Olle. Out of 230 questionnaire, 226 questionnaires were collected and 201 questionnaires were finally used for empirical analysis. Measurement factors of the visitors' characteristics are as follows : Jeju Olle course of visit, revisit/first visit, gender, age, education, accompany. 25 items of tourists' motivation, 20 items of place identity of Jeju Olle and 3 items of tourists' satisfaction were measured for the analysis. In this study, documentary study and empirical study were jointly conducted to successfully accomplish its goal of study. As the empirical analysis, frequency analysis, factor analysis, reliability Analysis, cluster analysis, discriminant analysis, cross tabulation analysis, ANOVA, and multiple regression analysis were used for the statistic analysis which using SPSS 18.0. The major findings of this study can be summarized as follews: Firstly the factors of place identity of Jeju Olle were significantly different. In case of place identity of 3 and 11 course of Jeju Olle were 'Psychological stability', 7 course was 'Beauty of nature' and 10 course was 'Learning of culture'. Secondly after validating hypothesis, there were differences between tourist's motivation type to visit Jeju Olle and the selection to Jeju Olle course. In case of 'escape type', the frequency of the 3 course and 11 course of Jeju Olle were bigger than other courses. The frequency of the 10 course of Jeju Olle was biggest in 'multiple activity-seeking type'. In case of 'socializing type', it showed a similar frequency in 4 courses. Thirdly like previous study results, there were significant differences between tourists' motivation type and place identity of Jeju Olle. This study found 'multiple activity-seeking type' is significantly higher than other types in 'Beauty of nature' and 'Learning of culture'. In case of 'Psychological stability', 'escape type' and 'multiple activity-seeking type' were higher than another. Finally, multiple regression analysis was conducted to identify how place identity factors with Jeju Olle influences degree of tourist's satisfaction. The finding showed that 'Psychological stability' and 'Beauty of nature' of place identity of Jeju Olle significantly influenced in satisfaction. Most of all, 'Psychological stability' is the biggest influence to satisfaction. Based on these findings this study provides following suggestions. First, this study focused on the place identity which was not frequently researched even though its importance to influence on a decision making process of tourists. Previous studies identified place identity as a subordinate dimension of self identity, while this study identified place identity based on surroundings of tourist destination. Second, These findings suggest that place identity is important to select the course of Jeju Olle.