관광목적지 선택속성, 지각된 가치, 만족 간의 영향 관계 연구

Abstract

Jeju-do surpassed 10 million people first among the world's island tourist destinations at present and issues to be discussed preferentially in the aspect of tourism policy is a measure for qualitative growth such as enhancement of tourists' satisfaction and improvement of tourism quality, not a quantitative one such as increase in number of tourists. For the foregoing reason, a study on the attributes that Jeju-do has as a tourist destination is necessary for qualitative growth of the island. Researches that looked into the tourist destination selection attributes targeting Jeju-do so far have remained insufficient, and the majority of preceding studies are the ones that were conducted by applying general inland tourist destination selection attribute factors. Thus, this study intends to understand tourist destination selection attribute factors suited to Jeju-do by philologically considering studies on the general tourist destination selection attributes and other preceding studies related to islands. This study also emphasized to focus more on the tourist destination selection attributes that tourists evaluate after tourism rather than prior to tourism for working out an effective tourism marketing strategy. With increase in competition among tourist attractions, this study also raised the necessity of a study not only on the improvement of tourist destination selection attributes for enabling tourist destinations to establish a marketing strategy for development of differentiated tourism resources and enhancing tourists' satisfaction but on the decision-making process of tourists and 'perceived value' which is a psychological factor of tourists on their behavior after using. Thus, this study conducted attribute evaluation on the tourist destination selection attributes of Jeju-do and looked into the influencing relationship between perceived value and satisfaction of tourists. This study conducted a survey at the Jeju International Airport for 5 days from May 14 through 18, 2014 targeting local tourists who finished tourism in Jeju-do. Prior to asking respondents for questionnaire, surveyors who received education on this survey conducted survey targeting only the tourists who are of a mind to answer a questionnaire after providing clarification of the objectives of this study and confirming whether or not they used natural and sociocultural tourist attraction, tourist facilities while touring Jeju-do. After distributing total 260 questionnaires, this study used 240 effective samples out of 257 sheets collected for final analysis having 92.3% of sample selection rate exclusive of 17 sheets with a lot of omitted or unfaithful answers. As for the detailed result of actual proof analysis on the objectives of this study, this study found first that tourist destination selection attributes of Jeju-do affects perceived value in part. Emotional value is significantly affected by 4 factors of transportation, amenities, social culture, experiential activity and natural environment, and this study confirmed that 4 tourist destination selection attribute factors of travel expenses, transportation, amenities, social culture and natural environment exert a significant influence on the monetary value. Of the tourist destination selection attributes of Jeju-do, factors such as social culture, natural environment and accessibility have a significant influence on tourists' satisfaction. Along with the aforementioned, this study confirmed that emotional value and monetary value that are the perceived value of tourists affect their overall satisfaction. Based on the above results, marketing shall be established strategically targeting attributes that tourists highly regard when selecting tourism in Jeju-do, and it is also important to afford tourists satisfaction by increasing their perceived value and design a method for revisit and positive word of mouth effect. In addition, marketing and tourism policy that enable management and image promotion of natural and sociocultural elements of tourism of Jeju-do, and tourists to experience cost-efficient and valuable tourism with respect to the expenses they consume for tourism in Jeju-do is also considered necessary.