Earticle

초록

영어

The revitalization of the local economy through the revitalization of traditional markets is an important task that most local governments are interested in. From this point of view we analyzed the effect of visitor motivation on satisfaction and behavioral intention of traditional market visitors. In order to achieve the purpose of the study research model and the hypothesis were derived through theoretical research. The results of empirical study can be summarized as follows. First, the factor analysis of the motivation 5 factors were extracted : buying local products, taking away daily and relaxing, family friendly activities, market experience, and socializing. Second, the motivation factors for visiting except family friendly activities have a positive effect on the satisfaction of visitors. Third, factors such as buying local products, taking away daily and relaxing, and socializing factors had a significant impact on the post-action behavior. And visitors' satisfaction with traditional markets led to positive word of mouth and the revisit intention. The results of this study showed that the visitor motivation had a positive effect on satisfaction and behavioral intention of traditional market. However, this research is not possible to generalize the results because it does not distinguish the market characteristics and limited to the traditional market in Gwangju area. We expect further research to overcome these limitations in the future.

목차

ABSTRACT
 Ⅰ. 서론
 Ⅱ. 이론적 배경
  1. 전통시장
  2. 방문동기
  3. 방문동기, 만족, 사후행동의 관계
 Ⅲ. 연구설계
  1. 연구모형
  2. 표본설계 및 연구방법
  3. 설문지의 구성
 Ⅳ. 가설검정 및 분석결과
  1. 표본의 일반적 특성
  2. 신뢰성과 타당성분석
  3. 가설검정 결과
 Ⅴ. 결론
 참고문헌

키워드

저자

• 김정훈 [ Junghoon Kim | 광주대학교 호텔관광경영학부 부교수 ]

참고문헌

발행기관

간행물

표지보기 관심저널 등록

• 간행물명

  관광경영연구 [Journal of Tourism Management Research]

• 간기

  연7회

• pISSN

  2092-528X

• 수록기간

  1997~2021

• 십진분류

  KDC 326 DDC 338