장소이미지가 관광객 만족과 재방문 의도에 미치는 영향에 관한 연구

Abstract

Though Sungsan Il-chul Bong is well known to the world as World Natural Heritage and a natural attraction certified as Global Geopark however, there has been no definite analysis on the detailed property factors that express the image. The analysis of this detailed properties may suggest future direction of Sungsan Il-chul Bong and be an effective data for the positioning. And the investigations on whether the many tourists visited Sungsan Il-chul Bong just to see it or not, on whether they have positive image of Sungsan Il-chul Bong or negative one and on what kind of place image they have are required. Hence, it is necessary to analyze detailed property factors so that Sungsan Il-chul Bong can consistently play the role of representative tourist attraction of Jeju and to do basic study on place image. Hence, this study has been done. After place image concept was introduced to Korea, it has been studied but not sufficiently; The studies done with place marketing mix were many but the relationship between place image factor and tourist satisfaction and the intention of revisit has not been studied sufficiently in the viewpoint of place image alone. Hence, the purpose of this study is summarized as followings: Firstly, carefully reviewing the precedent studies and theories on place image, tourist satisfaction and the intention of revisit, theoretical background such as the definition and types of place image, tourist satisfaction and the intention of revisit is understood. Secondly, through the theoretical systemization of place image, tourist satisfaction and the intention of revisit, a conceptual study model on the relationship between the factors is set. Thirdly, as an empirical analysis data are accumulated by actual survey, and they are analyzed statistically, and then the relationship between place image, tourist satisfaction and the intention of revisit is clarified. Fourthly, the analyzed result is to be used as a basic data for the establishment of positioning strategy. The influence of place image factor on tourist satisfacion and revisit is as followings: Firstly, the relationship between place image and tourist satisfaction is analyzed to influence on tourism resource, tourism convenience and accessibility of functional image factor; tourism resource, tourism convenience and accessibility influenced on tourist satisfaction in order. Interest/attraction, roominess, cleanliness and safety of psychological image factor is analyzed to influence tourist satisfaction; interest/attraction, cleanliness, safety and roominess inflenced tourist satisfaction in order. Secondly, the relationship between place image and the intention of revisit is analyzed that tourism resource and tourism convenience of functional image factor influence the intention of revisit; tourism resource and tourism convenience influence the intention of revisit in order. Interest/attraction and roominess of psychological image factor influence the intention of revisit; interest/attraction and roominess influence the intention of revisit in order. Thirdly, in the relationship between tourist satisfaction and the intention of revisit tourist satisfaction is analyzed to influence the intention of revisit. The indication of this study's analysis result is as following: In case of tourist satisfaction all the factors of the functional image and psychological image of place image have influence; to improve the accessibility factor of functional image entry road expansion pavement has been done, but tourists have difficulty in visiting Sungsan Il-chul Bong. Hence, road conditions and traffic information(navigation system) have to be even improved to allow them to get there with ease. In case of psychological image, to improve the cleanliness factor the cleaning activities and environment improvement that have been done have to be even more enforced; inside Sungsan Il-chul Bong trash cans are to be placed appropriately, and sanitation workers are to be positioned so that they can clean rest rooms and entry roads. In case of psychological image, special attention has to be given to safety factor. The tourists, who visit Sungsan Il-chul Bong, complain that they are not sure of their safety from some Chinese tourists who have inferior public morality consciousness as Chinese tourists flood into Jeju recently. Hence, security workers are to be positioned so that tourists can enjoy their sightseeing with safety. To improve tourist satisfaction in this way is directly connected to the intention of revisit, so it is very important. In case of the intention of revisit, on the basis of the result that the factors of tourism resource and tourism convenience of place image and the factors of interest/attraction and roominess of psychological image influence the intention of revisit Sungsan Il-chul Bong is needed to be improved to more valuable tourism resource by reservation and environment protection; It is necessary to repair Sumemi Beach Jinji Cave trail that is in the south of Sungsan Il-chul Bong as the existing plan, to diversify courses to disperse visitors, to make the parking place the street without car and to maintain appropriate receptive capacity with the regulation of admission fee and operating hours to reserve the excellent tourism resource. In addition to extend existing buildings various accommodation facilities, rest facilities, food and beverage facilities and parking facilities are to be equipped to enhance tourism convenience. In particular, in case of crowded parking place Jeju government is trying to construct additional parking places but it is urgent to have additional parking places as tourists complain so much about it. And taking notice on roominess factor of Sungsan Il-chul Bong there have been endeavors to increase the number of trails but it has limit. Hence, to be born again as a tourist attraction, in which they can take rest escaping the crowded city life, it is necessary to shorten operating hours to allow the tourists not to feel crowded and to level visiting types to disperse tourists. And to enhance interest/attraction diversified hands-on programs are to be prepared on the basis of other tourist attractions' success cases and hold various festivals in addition to Sunrise Festival.