경관디자인이 관광지 이미지 및 추천의도에 미치는 영향

Abstract

The Effects of Landscape Design on Tourism Destination Image and Recommendation Intention - Focused on the Coastal Landscape of Haeundae Beach -

Yeo Hyun Youn

Major in Tourism Management Graduate School of Business Administration Pukyong National University

Abstract

The purpose of this study is to investigate the effects of landscape design on tourism destination's image and recommendation intention, centering on Haeundae Beach, one of Busan's major coastal landscape, and to suggest a direction for landscape design policy to assess the landscape design of regions to be studied in the future and improve their qualities. To do this, comprehensive theoretical frameworks were formed before verifying the hypothesis of study. The result of study shows the functional factors of Haeundae beach landscape design had the most significant effect on the diversity (cognitive image) and stability (emotional image) factors of tourism destination's image. Also, according to the results of the effects of Haeundae Beach landscape image on its recommendation intention, the attractiveness factor of its cognitive image and the comfort factor of its emotional image had a significant effect on its recommendation intention. Therefore, it would be effective to put more focus on these image factors in planning and setting up directions for landscape design in the future. The significance of this study is to provide implications in seeking the directions of landscape design for the urban design or public design of regions to be studied in the future and enhancing the design of coastal landscape and the image of tourism destinations.

key words : landscape design, destination's image, recommendation intention.