Earticle

Russian Far East area is now one of the newly rising Tourism Destinations to Korean outbound Tourism market. Tourists, in general, select destination through the comparison with other attributes of destination. This study aimed to research how the Tourism attributes of Russian Far East tourism areas are influenceable to the satisfaction and behavior intentions to Korean Tourists. Accordingly, the survey for Korean Tourists were conducted in Vladivostok through the Local Tour Guiders for two weeks from July 15, 2017. The Findings are as follows ; Firstly, according to the Factor analysis about the Destination attributes, 4 factors (Attractions, Activities, Amenities, Accessability) had chosen to effect to the selection of destination. Secondly, Attractions, Activities and Accessability are effective to the Visitors' Satisfaction but Amenities were showed statistically no significance. Thirdly, Total Satisfaction level of Korean tourists' were influenced to revisit this area and motivated to recommend to other peoples. Conclusively this research showed that the overall visitors' satisfaction with the Russian Far East area had positively affected to Korean tourisits' behavior intentions.

본 연구는 갈수록 치열해지는 관광시장에서 좀 더 효율적인 마케팅 커뮤니케이션 방안을 모색하는 노력의 일환으로 핵심 메시지와 중요한 정보 전달 채널을 파악하는 데 그 목적을 두고 있다. 먼저 소비자의 인식과 의사결정에 영향을 미치는 브랜드 이미지에 주목하여 미국 소비자가 한국을 관광목적지로 어떻게 생각하고 있는지 조사하였다. 그리고 관광지를 결정할 때 고려되는 다양한 제품속성들에 대해 미국 소비자는 얼마나 중요하게 여기고 있는지 측정하였다. 이렇게 수집된 브랜드 이미지와 제품 속성 중요도를 중요도-성취도 분석을 응용하여 교차 분석하고 통계적으로 불일치 정도를 파악하였다. 이 과정에서 중요하지만 이미지가 좋지 않은 속성, 중요하면서 이미지도 좋은 속성, 중요하지 않은데 이미지는 좋은 속성, 중요하지도 이미지도 좋지 않은 속성으로 나누어 커뮤니케이션 자원을 어떤 메시지에 집중해야 하는지를 밝혀냈다. 마지막으로 이러한 불일치 정도에 영향을 미치는 요인으로 국가에 대한 친숙도에 주목하고 대중매체를 통한 지식과 경험 획득이 아닌 객관적 지식과 한국과 관련된 지인이나 주변인을 통한 직접적 정보 획득을 중심으로 친숙도를 측정하였다. 이렇게 파악된 친숙도 항목 중 변별력과 난이도를 고려하여 유의미한 변인들을 선별하고 이를 기준으로 집단을 구분하여 브랜드 이미지와 제품 속성 중요도의 차이를 분석한 결과 한국인 친구가 있거나 한국관련 사교단체에 가입한 경험이 있는 집단이 한국에 대해 현저히 우호적인 태도를 보이는 것으로 나타났다. 또한 한국을 방문한 경험이 있는 집단도 한국에 대한 긍정적 태도를 나타내 향후 마케팅 커뮤니케이션 전략을 기획할 때 중요한 정보원으로 사용될 수 있음을 시사하고 있다.

In an effort to identify more effective marketing communication of a tourism destination, it appears to be critical to know how Korea is deemed as a destination, what are important attributes in a decision-making process as well as in regard to information acquisition dynamics such as direct experience and participation in marketing activities. In this context, brand image is an important component in consumer behavior studies as it is believed to affect consumers' perceptions and decision making. This study aims to examine the discrepancy between brand image and importance of tourism attributes by utilizing the importance-performance analysis, and familiarity as a reliable indicator of favorable images toward a specific brand for determining effective messages and channels. The findings demonstrate that safety, friendly locals and natural/cultural attributes are to be emphasized for the efficient allocation of marketing resources. And it also indicates that high familiarity to Korea through meeting and making friends of Koreans and engaging in Korean social groups contributes to a positive brand image toward a destination. The results will be conducive to shaping the means and the focal points for successful marketing communication planning.

This study was aimed at analyzing how attributes of spa destinations influenced visitor satisfaction and behavior intention. These analyses were based on the Visitors’ Survey conducted in Duksan Spa in Duksan. The results are as follows: First, according to the factor analyses about the characteristics of selecting spa destinations, six factors had effects on the choice of spa destinations based on the order of priority: facilities of the spa, accessibility, water quality of the spa and surrounding areas, costs and prices, hospitality and shopping opportunities, and tourism destination. Second, visitor satisfaction was determined by the following factors based on the order of importance: tourism destination, water quality of the spa and surrounding areas, facilities of the spa, and accessibility. In conclusion, the overall visitor satisfaction with the spa destination positively affected visitor loyalty, that is, their intention to revisit the place and recommend it to others.

The purpose of this study was to evaluate Duksan spa destination Attributes by the Importance and Performance Analysis. These analyses were based on the Visitors’ Survey conducted in Duksan Spa in Duksan, Chung Cheong Province. The results are as follows: First, according to the results of the Importance-Performance Analysis(IPA) of the twenty-seven selection attributes of the spa destinations, eight attributes were placed in the area I(Keep Up the Good Work), six attributes in the area II(Possible Overkill), six attributes in the area III(Concentrate Here), and the other seven attributes in the area IV(Low Priority). Second, according to the results of the Importance and Performance Analysis of six factors drawn on the base of factor analyses, "water quality of the spa and surrounding areas" was placed in the area I, "accessibility and cost of spa" in the area II, "spa space facility and tourism space" in the area III, and "shopping opportunities and hospitality" in the area IV. In conclusion, according to the difference analyses of Importance-Performance, the choice attributes with relatively high satisfaction were "the convenience of accessible transportations," "fee for hot spa," and "transportation fare." However, the choice attributes with relatively high dissatisfaction were "crowdedness of tourism area," "leasure - sports facilities," and "tourism area development."

본 연구는 대구 컨벤션 종사자 111명을 대상으로 중요하게 생각하는 목적지 속성을 확인하고, 그 속성에 대한 대구의 성취도를 확인하기 위해 IP분석을 하였다. 주요 결과는 다음과 같다. 첫째, 15개의 선행연구와 컨벤션 업계의 개최지 평가 기준을 반영하여 컨벤션 목적지 54개의 속성을 도출하였다. 둘째, 컨벤션 목적지 속성의 중요도에 비해 성취도가 낮은 항목은 전체 54개에서 52개로 확인되어 대구는 전반적으로 성취도가 낮은 것으로 분석되었다. 셋째, 대구 컨벤션 종사자들은 개최지의 안전성과 재정적 지원, 회의 시설의 규모 및 환경 등의 물리적 품질, 숙박시설 품질, 접근성을 중요하게 평가하였다. 넷째, 대구의 안전성과 지상 교통의 접근성은 좋게 평가하였으나, 숙박은 낮게 평가하였다. 다섯째, 전반적으로 성취도가 낮게 확인되었지만 상대적으로 중요도와 성취도가 모두 높게 나타난 항목, 즉 대구의 상대적 강점으로는 18개 항목이 확인되었다. 크게 분류해 보면 회의 시설의 물리적인 품질, 도시의 안전성, 컨벤션 도시로서의 대구의 행정적 지원과 평판은 비교적 높게 평가되었다. 그러나 그 성취 값이 중요도에 비해 못 미칠 뿐만 아니라 경쟁자도 강화하는 중요한 항목이기 때문에 지속적인 관리가 필요하다. 여섯째, 중요한 속성이나 성취도가 낮은 대구의 약점에는 13개 항목이 확인되었다. 회의 시설의 규모, 숙박 시설의 객실 수, 숙박 시설의 품질 및 서비스, 회의 시설비용, 이동 시간, 항공 노선의 편리함, 회의 진행을 위한 인적 자원, 협력 업체, 주최자 마케팅 지원 및 수익 창출, 재정적 지원 등이다. 특히 회의 시설의 물리적 품질은 성취도가 높은 것으로 나타났으나, 회의시설의 규모 및 임대비용이 약점으로 확인되었다. 또한 숙박 객실 수, 품질 및 서비스가 약점으로 확인되었다. 이는 이번 연구에서 가장 중요한 결과로서 컨벤션 목적지로서 대구가 최우선적으로 개선해야 하는 부분이다.

The purpose of this study is to identify the convention destination attributes that are important for 111 Daegu convention workers and to perform IP analysis to confirm Daegu 's achievement on the attributes. The results are as follows. First, 54 attributes of convention destination were derived by reflecting 15 previous researches and a criteria of convention industry. Second, the overall performance of Daegu was low. Also 52 of 54 attributes were low in the performance compared to the importance. Third, it is analyzed that the safety and the financial support of city, the convention facilities’s physical quality such as size and environment, the quality of accommodation and the accessibility are important. Fourth, Daegu was rated highly for the safety, the accessibility of ground transportation, but accommodations was rated low relatively. Fifth, 18 items were identified as the relative strengths of Daegu. As a result, the physical quality of the convention facilities, the safety of city, and the administrative support and reputation of Daegu were relatively high. However, since the accomplishment value is less important than the importance and the competitors are also trying to strengthen them, the continuous management is necessary. Sixth, 13 items were identified as Daegu 's weaknesses, which are significant but in low achievement. There are the size of the convention facilities, the number of accommodation rooms, the quality of accommodation, the cost of convention facilities, the travel time, the convenience of air routes and human resources. In particular, the physical quality of convention facilities was rated highly, but the size of the convention facilities and the rental costs were identified as weak points. Also, the room number, quality and service of accommodation were identified as weaknesses. Daegu should improve the weakness in priority for the convention destination competitiveness.

This study aims to conduct comparative evaluation of the Importance and Performance Analysis(IPA) for spa destination attributes. The results are as follows: First, according to the results of factor analysis of selection attributes of spa destination, five factors were drawn: condition, facilities, cost of spa destination, service & shopping, and water of hot spring. Second, according to the results of the IPA, eight attributes were placed in the Area I, one attribute in the Area II, three attributes in the Area III, and the other fifteen attributes in the Area IV. Third, five factors were placed in the Area I - condition of spa destination and water of hot spring and Area IV - facilities, cost of spa destination, and service & shopping. Finally, according to the difference analysis of spa destination attributes, there was a minimal gap between importance and performance in terms of popularity, accessibility, and water of hot spring, while the other selection attributes showed significant difference in the following order: amusement facilities for children, availability of parking spaces, quality of service, development of tourism area, and a variety of auxiliary facilities.

본 연구에서는 기업회의 주최자와 기획가를 대상으로 기업MICE 개최지 선택 속성을 파악하고 기업MICE의 어떠한 속성이 서울 개최지의 브랜드 개성에 영향을 미치는지를 규명하고자 하였다. 설문을 통한 실증연구로 진행되었으며 그 결과, 기업MICE 개최지 선택 속성은 서울의 브랜드 개성에 영향을 미치는 것으로 나타났고, 세부적인 요소들 을 확인한 결과, 개최지 선택 속성 중 ‘회의시설’은 5개의 모든 브랜드 개성에, ‘부 가서비스(통신, 의료, 금융 등)’는 ‘독특한, 세련된, 매력적인’개성에 유의한 영향을 미치는 것으로 분석되었다. 반면, ‘접근성’과 ‘개최지 매력’은 브랜드 개성과는 영 향관계가 없는 것으로 나타났다. 본 결과를 바탕으로 기업MICE 유치를 위한 도시 마케팅 전략 수립에 유용한 시사점 을 제공하며, 그에 따른 부가가치를 얻을 수 있을 것으로 기대한다.

This study was conducted on random samples of corporates' host and meeting organizers and aimed to identify the considering factors when selecting the venue and to update the brand personality of Seoul as the venue. In addition, it was intended to investigate the influencing relationship between which attributes of the corporate meeting affect the elements of Seoul's brand personality. According to the survey results, the 'amenity' and 'Ancillary services(telecommunication, finance)' factors among the selection attributes significantly affected the 'unique', ‘sophisticated', and 'attraction' characteristics of the brand personality. Furthermore, the 'amenity' factor significantly affected the ‘affluent' and 'sincere' characteristics. Based on such findings, it provided valuable implications for establishing the destination marketing strategies to attract corporate meetings, and it is expected that added value can be obtained accordingly.

Along with economic growth, people are paying more attention to improving the quality of life as national income increases and leisure time becomes more important. In order to build a positive tourism image of Korean tourism for foreign students, increase satisfaction with Korean tourism, and maximize the attraction of foreign students, in this study, foreign students find out what the purpose of tourism is when they choose to visit Korea, The purpose of this is to select a tourist destination based on what criteria when visiting, and to clarify the image and revisit intention of the tourist destination after the tour. In order to achieve the purpose of the study, a research hypothesis was established and a questionnaire survey was conducted for foreign student tourists who had visited tourist destinations in Korea from March 20 to May 28, 2021. The study results can be summarized as follows. First, except for the safety and convenience factor among the tourist destination selection attributes, three factors of facility, service, and hospitality were found to have a significant effect on the tourist image and revisit intention. Second, 4 factors of experience quality, attractiveness, environment, and accessibility according to the tourist destination image had a significant effect on the intention to revisit. Based on these important findings, the policy implications, limitations, and future directions of the study were also discussed.

최근 한국의 의료관광산업이 지속적인 성장세를 보이면서 의료관광분야에 대한 많은 연구가 진행되고 있다. 하지만 의료관광 분야의 대다 수의 연구는 수도권을 중심으로 이루어지고 있으며, 의료서비스 선택속성과 목적지 선택속성 등 다차원적인 접근을 통한 연구는 부족한 실정 이다. 이에 본 연구는 부산광역시를 방문한 외국인 의료관광객을 대상으로, 의료관광에서의 의료서비스 선택속성과 목적지 선택속성이 의료 관광객의 재방문의도에 어떠한 영향을 미치고 있는지를 규명하는 것을 목적으로 한다. 본 연구를 위하여 부산광역시 의료관광객을 대상으로 2025년 2월 3일부터 21일까지 약 3주간 설문조사를 실시하였으며, 총 255부를 회수하여 불성실한 응답지를 제외한 233부가 최종분석에 사용 되었다. 연구 결과, 첫째, 의료관광 서비스 선택요인 중 의료진의 전문성이 재방문의도에 가장 큰 영향을 미쳤으며, 시설 및 환경, 대고객 서비 스도 유의미한 영향을 미쳤다. 반면, 진료 프로세스는 유의한 영향을 미치지 않았다. 둘째, 의료관광 목적지 선택요인 중에서는 의료비용 및 정 책지원이 가장 큰 영향을 주었고, 대외이미지, 인프라 및 인지도 순으로 유의한 영향을 보였다. 본 연구의 결과를 바탕으로 의료관광객의 재방 문을 유도하기 위한 의료관광 경쟁력 요인을 도출하고 향후 지방자치단체 및 의료기관의 마케팅 전략수립과 정책적 지원방향을 제시하고자 하였다.

As the Korean medical tourism industry continues to experience sustained growth, a significant amount of research is being conducted in the field of medical tourism. However, most of this research is concentrated in the metropolitan area, and there is a lack of studies with a multidimensional approach, such as considering both medical service selection attributes and destination selection attributes. Therefore, this study aims to analyze the impact of these attributes on the intention to revisit among foreign medical tourists who visited Busan. For this research, a survey was conducted with medical tourists in Busan over approximately three weeks from February 3 to February 21, 2025. A total of 255 responses were collected, and 233 valid responses were used for the final analysis after excluding insincere answers. The results of the study indicated that, firstly, among the factors influencing the selection of medical tourism services, the professionalism of medical staff had the greatest impact on the intention to revisit. Facilities and environment, as well as customer service, also had significant effects, while the treatment process did not have a significant impact. Secondly, among the factors influencing the selection of medical tourism destinations, medical costs and policy support had the greatest impact, followed by external image, infrastructure, and awareness in that order. Based on the results of this study, the study aimed to derive factors that enhance the competitiveness of medical tourism to encourage the revisit of medical tourists and to suggest directions for marketing strategies and policy support by local governments and medical institutions in the future.

전 세계적으로 의료관광 시장이 빠르게 확대됨에 따라, 여성 의료관광객의 독특한 의사결정 패턴을 이해하는 것은 목적지의 경쟁력 확보에 있어 점점 더 중요해지고 있다. 본 연구는 여성 의료관광객이 지각하는 목적지 선택 속성이 행동의도에 미치는 영향을 실증적으로 분석하였 다. 따라서 본 연구는 수도권 지역의 의료관광 시설을 이용한 여성 의료관광객 649명의 데이터를 바탕으로 구조방정식 모형(SEM)을 활용하여 분석을 수행하였다. 목적지 선택 속성은 집적도, 관광환경, 비용, 인력, 교통의 다섯 가지로 설정되었으며, 분석 결과 다섯 가지 가설 중 네 가지가 지지되었다. 행동의도에 가장 큰 영향을 미친 요인은 인력 요인(β=0.181)으로 나타났으며, 이어서 집적도 요인(β =0.161), 비용 요인(β=0.155), 교통 요인(β=0.127)의 순이었다. 반면 관광환경 요인은 통계적으로 유의한 영향을 미치지 않는 것으로 나타났으며, 이는 여성 의료관광객이 일반적인 관광 요소보다는 의료서비스의 질과 전문성을 더 중시함을 시사한다. 본 연구 결과는 여성 의료관광객이 목적지를 선택할 때 의료 서비스의 질, 의료 인프라 통합, 경제적 효율성, 접근성과 같은 요소를 중심적으로 고려한다는 점을 보여주며, 전통적인 관광자원보다는 건강관리 서비스에 대한 수요가 우선됨을 시사한다.

As the medical tourism market rapidly expands globally, understanding the unique decision-making patterns of female medical tourists is becoming increasingly important for securing destination competitiveness. This study empirically analyzed the impact of destination choice attributes perceived by female medical tourists on their behavioral intentions. Therefore, this study conducted an analysis using structural equation modeling (SEM) based on data from 649 female medical tourists who utilized medical tourism facilities in the metropolitan area. Destination choice attributes were established as five factors: agglomeration, tourism environment, cost, human resources, and transportation. Analysis results showed that four out of five hypotheses were supported. The factor with the greatest impact on behavioral intentions was the human resources factor (β=0.181), followed by the agglomeration factor (β=0.161), cost factor (β=0.155), and transportation factor (β=0.127), in that order. Conversely, the tourism environment factor was found to have no statistically significant impact, suggesting that female medical tourists prioritize the quality and expertise of medical services over general tourism elements. The results of this study demonstrate that female medical tourists centrally consider factors such as medical service quality, medical infrastructure integration, economic efficiency, and accessibility when selecting destinations, suggesting that demand for healthcare services takes priority over traditional tourism resources.

Despite of various studies on Chinese tourists, there is a limited research focusing on elderly Chinese (mid-old aged cohort). Based on KTO’s market research(2011), Chinese mid-old aged cohort has strong spending power and eager to travel abroad. In order to attract them, it is necessary to understand their travel motivation, destination selection attributes, and lifestyle as a first step. In this respect, the aims of this study was to segment Chinese mid-old aged cohort tourists to Korea using tourist motivation and to determine whether there is a significant differences between destination selection attributes and lifestyle. On the basis of multi-step cluster analysis, four segment were found: culture and Knowledge expansion, routine avoidance/discovery, emotion conversion, self-actualization. Also, the result indicated that the differences between 4 Chinese mid-old aged cohorts are significative. It is revealed that there are differences between destination selection attributes and lifestyle by four segmented groups.

This study has two purposes. The first is to examine the relationship between destination choice attributes and behavioral intentions. The second is to examine the moderating effect of the tourism constraints(Intrapersonal Constraints, Interpersonal Constraints, Structural Constraints) on relationship between destination choice attributes and behavioral intentions. The major findings of the study are summarized as follows: First, results showed that destination choice attributes had significant influence on behavioral intentions. Second, the moderating effect of the tourism constraints on the relationship between destination choice attributes and behavioral intentions, These findings suggested that Korean tour overall satisfaction was affected tourist accommodations and facilities, the level of tourist price and so on. Food, safety, travel expenses, tourist attraction accessibility, communication problem, etc. needs to improved.

본 연구는 제주도를 방문한 외국인 크루즈 관광객을 대상으로 관광지 매력속성과 관광지 충성도 간의 관계를 분석하고, 일본인과 중국인 관광객 간의 차이를 비교함으로써 국적별 마케팅 전략 수립을 위한 기초자료를 제공하는 것을 목적으로 한다. 연구는 2023년 제주관광공사 의 외국인 관광객 실태조사 자료를 활용하였으며, 유효 표본 593명을 대상으로 SPSS 24.0을 활용해 요인분석, 신뢰도 검증, 다중회귀분석 등을 수행하였다. 분석 결과, 관광지 매력속성은 충성도에 유의한 영향을 미치는 것으로 나타났으며, 매력성은 일본인과 중국인 모두에게 긍정적 영향을 주었으나, 서비스성과 접근성 및 편리성은 일본인에게만 유의한 영향을 미쳤다. 이러한 결과는 문화적·관광구조적 차이가 관광객 충성도 형성에 영향을 줄 수 있음을 시사하며, 국적별 맞춤형 크루즈 관광 전략 수립과 차별화된 콘텐츠 개발의 필요성을 강조한다.

This study aims to compare the relationship between destination attractiveness attributes and destination loyalty among foreign cruise tourists visiting Jeju Island, with a specific focus on comparing Japanese and Chinese tourists. Using data from the 2023 Jeju Foreign Tourist Survey conducted by the Jeju Tourism Organization, a total of 593 valid responses were analyzed. The study employed SPSS 24.0 for demographic analysis, factor analysis, reliability testing, and multiple regression analysis. The findings reveal that attractiveness attributes significantly affect tourist loyalty. While both Japanese and Chinese tourists rated attractiveness as a key factor influencing loyalty, service quality and convenience had a statistically significant effect only among Japanese tourists. In contrast, these factors did not significantly impact Chinese tourists' loyalty. The study contributes theoretically by highlighting the moderating role of cultural and structural differences in loyalty formation. Practically, it provides evidence-based insights for developing nationality-specific cruise tourism marketing strategies and tailored destination experiences in Jeju.

This paper investigate the effect of mannerism from tourism experience on destination choice attributes. The survey results from 448 participants who have travelled in korea 6times per year and data were analyzed by SPSS 18.0. Results between tourism experience and mannerism are summarized as follows: First, self determination and social communication had a significant positive effect on Unconscious which is the one of mannerism sub-dimensions. Second, self advancement had a significant positive effect on stability which is the one of mannerism sub-dimensions. Third, self determination and self advancement had a significant positive effect on passivity which is the one of mannerism sub-dimensions. In terms of relationship between mannerism and destination choice attributes, Mannerism had impact on accessability, economics and convenience. However, it did not have impact on aesthetic, variety. Moreover, unconscious and passivity have influenced on accessability, economics ,and convenience. The implications of this study are presented that as distance, transportation, travel expenditure, other facilities are considered, mannerism has an effect on destination choice attributes but characteristics of destination and tourism attraction factor do not have an effect on destination choice attributes.

This study tried to investigate the preference attributes for tourism destination and tourism behaviors according to cognitive age of elderly tourists, the basis of the precedent studies’ results that the cognitive age reflects the elderly consumer behaviors better than their chronological age does. Data collection was done for elderly consumers at their age over 55 living in Seoul, and 250 copies were used. Data were analyzed by frequency analysis, descriptive analysis, t-test, chi-square test and One-Way ANOVA using SPSS Software ver. 14.0. The results of the study were as follows: First, the elderly tourists perceived themselves 9.98 years younger than their chronological age on average. Second, there are differences between tourism behavior and preference attributes for tourism destination by elderly tourists' cognitive age. The result suggests that elderly tourists vary depending on their cognitive age and accordingly cognitive age would be a useful variable by which tourist market for the elderly could be segmented. This study provides an insight into elderly tourists marketers for developing market strategies for elderly tourism market.

The purpose of this study is to evaluate attributes of convention destination according to type of conference. This paper examines convention attendees’ rating of four Korean convention destinations(Seoul, Busan, Daegu, Jeju) not only as overall destinations but also on specific convention attributes. Confirmatory factor analysis showed a model fit to explain attributes which is related to behavioral intention as well as level of satisfaction. In addition, this study suggested that different attributes are significant for different destinations in explaining their convention, exposition and meeting-site attractiveness. Results will make a contributions to select convention destinations by meeting planners as well as decision-makers of governments, associations, and corporates.

사람이 찾지 않는 섬은 무인도다. 비록 방문하더라도 다시 찾지 않는다면 여전히 무인도일 수밖에 없다. 이러한 명제를 반영하여, 섬을 보유한 지자체와 지역은 지속가능한 섬 체험관광목적지 개발과 효과적 섬관광지의 마케팅에 대한 관심을 집중하고 있다. 지금까지 섬 관광 관련연구는 주로 섬의 관광목적지 매력물 개발과 생태적․환경적 보존 등의 물리적 영역에서 이루어져 왔으며, 섬체험관광객 관광행동 측면의 연구는 미흡하였다. 따라서 본 연구는 섬체험관광객의 관광행동 특성을 분석하여 섬을 체험관광목적지로서의 선택속성과 이를 이용한 지속가능한 발전전략을 도출하고자 하며, 이를 위해 216명의 섬체험관광을 경험한 관광객을 대상으로 설문조사를 실시하여 자료를 수집하고, 수집된 자료를 토대로 IPA기법을 활용하여 섬체험관광 목적지의 체험속성별 중요도와 성취도를 실증 분석하였다. 분석결과는 다음과 같다. 첫째, 섬체험관광객의 심미적 체험속성이 가장 높은 수준의 중요도와 성취도를 나타내는 것으로 분석되었다. 둘째, 일탈적 그리고 교육적 체험속성은 중요성은 높았지만 성취도는 낮게 나타났다. 셋째, 오락적 체험속성의 중요도와 성취도가 네 가지 체험속성 중에서 가장 낮은 것으로 분석되었다. 지속가능한 섬관광을 위한 전략적 함의는 첫째, IPA 메트릭스의 Ⅱ사분면에 위치한 교육적 체험속성과 일탈적 체험속성에 속한 문제를 가장 먼저 해결하고, 둘째, Ⅰ사분면에 속한 섬의 심미적 체험관광 속성의 강점을 강화하여 섬관광객의 맞춤식 체험속성을 토대로 일반 대중관광과의 차별화를 기해야 할 것이다.

Islands without any other visitors exist uninhabited island. If any visitors, they can’t invite the next visitors, also the island still will remain one of the isolated islands. Reflecting upon these propositions, regional municipalities and islands’ localities have focused on the development of sustainable island experience destinations for tourists and effective island tourism marketing strategies. Many of island tourism-related researches have been carried on the developing areas, such as, physical attractions in tourist destination, ecological and environmental conservation, but little on the islands’ tourist behavior aspects. The study, therefore, was to analyze islands tourists’ behavior as well as to draw out sustainable development strategies of islands as a tourism destination. To obtain these research aim, an IPA analysis was conducted by collected data from 216 respondents who have experienced islands’ tourism. The results are as follows: Firstly, it was analyzed that the aesthetic properties of the island tourists represented the highest level of both importance and performance. Secondly, the escaping and educational experience attributes were the higher in importance, but performance was significantly the lower. Thirdly, the recreational experience attributes of importance and achievement were analyzed to the lowest of the four experience properties. Finally, strategic implications for the sustainable islands tourism, it is necessary to: In the firstl place, solve the problems belongs to the educational and escaping experience attributes located in quadrant Ⅱ of IPA matrix. Secondly, to strength the aesthetic islands tourism experience attributes in quadrant Ⅰ, for differentiating with the mass tourism in general.