Journal of the Korea Convergence Society (한국융합학회논문지)

Korea Convergence Society (한국융합학회)
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A Study on Emotional and Rational Perception Factors Affecting Satisfaction of Visitors to Urban Tourist Facilities

도시관광시설 이용객의 이성, 감성 요인이 만족과 구전, 재방문에 미치는 영향 요인 연구

  • Kim, Hyun-Seok (Department of Digital Design, Kyungsung University) ;
  • Kwon, Man-Woo (School of Digital Media, Kyungsung University) ;
  • Lee, Sang-Ho (School of Digital Media, Kyungsung University)
  • 김현석 (경성대학교 디지털디자인학과) ;
  • 권만우 (경성대학교 디지털미디어학부) ;
  • 이상호 (경성대학교 디지털미디어학부)
  • Received : 2020.05.07
  • Accepted : 2020.07.20
  • Published : 2020.07.28
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Abstract

The purpose of this study is to quantitatively demonstrate that rational and emotional factors in urban tourist facilities affect visitor satisfaction, positive word of mouth and subsequent revisits. Therefore, the researcher used structural modeling methodology to test the paths and relationships between the rational and emotional perception, satisfaction, word of mouth, and exogenous variables (aesthetics, economic utility, accessibility, emotional attachment, etc.) of urban tourism facilities perceived by users. As a result of the study, users of urban tourism facilities are affected by customer satisfaction such as ease, usability, and pleasure based on intangible assets such as kindness, aesthetics, symbolism, attachment, and rational factors, which are emotional impressions of urban tourism facilities, and utility, and customer satisfaction. These were found to have a positive and lasting effect on users' perceptions of the facility. Therefore, if the rational and emotional values of urban tourism facilities are considered and integrated in marketing, efficiency can be maximized in terms of satisfaction, word of mouth, and future revisits. The researcher considered that this study could contribute to the revitalization of the tourism industry and the city as a whole through the improvement and utilization of various tourism facilities possessed by the city.

본 연구의 목적은 도시관광시설 이용자의 이성.감성 요인이 만족과 구전 및 재방문에 미치는 영향을 정량적으로 실증하고자 하였다. 따라서 연구자는 이용자가 인식하는 도시관광시설의 이성.감성적 인식, 만족도, 구전, 그리고 외생 변인들(심미성, 경제적 효용, 접근성, 정서적 애착 등)간의 경로와 관계를 검정하기 위하여, 구조방식 모델링 방법론을 통해 확인했다. 연구 결과, 도시관광시설 이용자들은 도시관광시설의 감성적 요인인 친절도, 심미성, 상징성, 애착 그리고 이성적 요인인 경제적 효용과 접근성에 기반한 용이성, 유용성, 즐거움 등이 고객만족에 영향을 주고 또 고객만족은 구전효과 및 지속사용의도에 긍정적인 영향을 주는 것으로 나타났다. 따라서 도시관광시설의 이성, 감성적 가치들이 마케팅 도구의 일환으로 사용될 경우, 만족도와 구전, 재방문 관점에서 효율성을 극대화 할 수 있다고 보았다. 연구자는 본 연구가 도시가 가진 다양한 관광시설의 개선과 활용을 통해 관광산업 및 도시 전체 경제 활성화에 기여 할 수 있을 것으로 보았다.

Keywords

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