Earticle

초록

영어

The research on tourism in Huangshan has been mainly performed by major geological, natural environmental and ecological researches. So far, there are not many journals about Huangshan tourism image registered in China, so that Huangshan tourism image, satisfaction, There is no research on the subject. The purpose of this study is to analyze the cognitive image, emotional image, tourist satisfaction, and behavioral intention before and after tourism in Huangshan, and to utilize it as reference material for tourism management, management and tourism activation. This study was conducted on the internet tourists who visited Huangshan city except the residents who visited Huangshan from September 26 to October 26, 2018 (1 month). Finally, the statistical program SPSS 22.0 was used as the statistical program. The analysis of demographic, tourism behavior, average difference of images before and after sightseeing, analysis of cognitive and emotional image factors after sightseeing, and reliability analysis were carried out. Multiple regression analysis was conducted to investigate the relationship between referral intention and referral intention. Based on empirical analysis, the results of each hypothesis are as follows. First, the average difference of cognitive images before and after sightseeing in Sulfuric acid showed that the most significant difference was observed among nature preservation (-0.26), tourist guide expertise (-0.25), tourism event variety (- 0.22), buildings and natural environment (-0.22), nature, culture, arts and localities (-0.22), safety facilities (-0.21) and local resident kindness (-0.21). The results of the mean difference analysis of emotional images before and after the visit of sulfuric acid showed that the most significant differences were pleasant (-0.32), pleasant (-0.31), diverse (-0.29), unique (-0.26 ), Respectively. Second, cognitive image has a positive effect on satisfaction, and pleasure factor affects satisfaction positively in emotional image. However, in the emotional image, the stimulus factors were not statistically significant. Third, cognitive image has a positive effect on repeat inquiry and recommendation intention, and pleasure factor has a positive influence on repeat inquiry and recommendation intention. However, in the emotional image, the stimulus factors were not statistically significant. Fourth, satisfaction has a positive effect on revisit intention and recommendation intention. Through the results of the study, it is possible to grasp the strengths and weaknesses of tourism image of Huangshan and contribute to the development plan and development strategy of Huangshan tourism in the future. In the cognitive image, the quality factor, attractiveness factor, and environmental factor were found to be the most important factors in the experience of Huangshan. In the emotional image, the pleasure factor was an important factor influencing the satisfaction level, revisit inquiry and recommendation intention.

목차

ABSTRACT
I. 서 론
II. 이론적 고찰
1. 관광이미지
2. 관광만족도
3. 재방문 의도와 추천 의도
III. 연구방법
1. 자료의 수집과 분석
2. 연구모형과 가설설정
3. 변수의 조작적 정의 및 설문지의 구성
VI. 실증분석
1. 표본의 일반적인 특성
2. 관광행태분석
3. 요인분석
4. 가설검증
Ⅴ. 결 론
참고문헌

키워드

저자

• 진쟁 [ Chen Zheng | 제주대학교 관광개발학과 박사과정 ]
• 이진희 [ Lee, Jin-Hee | 제주대학교 관광개발학과 교수 ]

참고문헌

발행기관

간행물

표지보기 관심저널 등록

• 간행물명

  관광진흥연구 [Journal of Tourism Enhancement]

• 간기

  계간

• pISSN

  2288-7156

• 수록기간

  2013~2024

• 등재여부

  KCI 등재

• 십진분류

  KDC 326 DDC 338