테마觀光地 마케팅믹스 要因이 滿足과 再訪問意圖에 미치는 影響에 관한 硏究

Abstract

The objectives of this study are as follows: First, through theoretical reviews related to revisit determinants of theme tourists area, previous literature is examined and organized in all its aspects. Second, this study tries to examine whether there are structural relations among marketing mix factor, tourism satisfaction and revisit intention. Third, this study tries to examine whether there are differences in marketing mix according to the type of theme tourist areas.

To accomplish the objectives of this study, the theoretical reviews and empirical analysis were carried out together. 320 questionnaires were collected out of total 350 questionnaires and finally used 309 questionnaires for empirical analysis excluded from 11 questionnaires.

As per questions, the study selected 13 items about a marketing mix in theme tourist area, 5 items about a tourist satisfaction, 5 items about a revisit intention, 6 items about demographic characteristics, and 6 items about the tourism behaviour characteristics by analyzing and reviewing the items for the measurement of a marketing mix factor in theme tourist area, tourism satisfaction, and revisit intention withdrawn from existing research.

In the analysis methods, frequency analysis, factor analysis, ANOVA, multi-regression analysis, t-test, single-regression were used for the statistical analysis.

As a result of a factor analysis, a marketing mix for theme tourist area were withdrawn containing 4 factors, including product, price, place, promotion, and both tourism satisfaction, revisit intention were withdrawn containing single factor each.

As a result of a regression analysis, a marketing mix factors in theme tourist area partly affected both tourism satisfaction and the revisit intention. Tourist area marketing mix factors namely product, price, promotion factors affected tourist satisfaction and revisit intention. But place factor not affected tourist satisfaction and revisit intention. While tourist satisfaction affect deeply revisit intention.

Also the results of the study indicated that there were significant differences in marketing mix factor of tourist according to the type of theme tourist areas. Especially tourists who visited natural theme tourist area were more perceive on price factor than artificial theme tourist area.

Based on the above results, marketing mix useful for tourism satisfaction and revisit intention promotion strategy on theme tourist area. These results support the marketing mix strategy on tourist area.