관광지 유형별 방문객의 지각된 가치와 가격공정성이 만족에 미치는 영향

Abstract

Since the beginning of the 21st century, the tourist industry has been demanded to be qualitatively changed by the Smart Mobs who equip with a great store of information and knowledge, high income, and large experience. Adding to this need of qualitative change, the tourism is getting competitive because of the revitalization of downtown and past tourist attractions, the landmark of cultural inheritance, the investigation of new tourist attractions since the period of decline. The fascination of a tourist attraction depends on the value which can compensate the cost of the tour and the spatial level which can provide satisfactional experience about the quality of the tour. Therefore, with the perspective of the tourists, it is needed to raise the level of spatial resources and improve the quality of the tourist attractions in order to induce the tourists. This study starts to achieve two goals. The first one is to discover about the decisive factor which the tourist attractions provide with the other valuable factors. The second one is to find out the relationship between the price fairness and the tourists' satisfaction according to different tourist area types. The objects of this study are classified into three types: natural type, cultural type, and facility-based type. Those tourist attractions are selected according to the characteristics of the resources and conducted as a questionnaire study. This study shows three results. At first, the visitors' perceived value effects on their satisfaction and each tourist area type is different from one other. To be specific, the tourists' emotional value significantly has an influence on the tourists' satisfaction in case of the natural tourist attractions. However, the cultural tourist attractions are affected by the emotional and the functional factors and the facility-based tourist attractions by the novel effects. Secondly, the tourists' perceived price fairness affects on the satisfaction and all the three types of the tourist area types shows the same results. In other words, the tourists' satisfaction relies on the evaluation about the price fairness after sightseeing. Thirdly, the tourists' satisfaction shows the differences depending on the perceived value and rice fairness and the tourists who think the price is quite resonable are most satisfied. The empirically proved research from the existing study of tourism could not provide information about the relationship among the factors. This is because the comparative study about different tourist are types is rare. Also, the relationship between the perceived value and the price fairness is studied for the first time in this study. Accordingly, the results of this study about different tourist area types can be the basis of the comparative study as they extend the existing study area which is limited to just a kind of tourist attraction. This study about the experience goods inceptively treats the price fairness as the primary factor in the tourism area can give academical ripple effect on the following study about the relationship between the price fairness and the other factors.