해수욕장 이용객의 선택속성이 전반적 만족도 및 행동의도에 미치는 영향

Abstract

This study examines the relationship between the attributes of destination selection (beach) and satisfaction and behavior intention an four major beaches in Busan through empirical analysis. Many studies has been conducted in the field of selection attributes, tourist satisfaction, the revisting, recommendation will study on selection attributes, revisiting, satisfaction of beach is still insufficient. Therefore, this study examines through the selection attibute of beach, the attribution of the visitor that uses beaches and how it effects in general satisfaction and revisiting and behavior intentions by drawing the selection attribute of beach. This study is to provide advantageous information for tourism marketing that can increase the number of tourists of the destination(beaches) and to draw revisiting of the tourists. Firstly, the most important factor in satisfaction and behavior intention of selection attribution is safety?sanitation. Therefore, for the beach management, differentiated services in safety?sanitation should be deliberated. Secondly, discriminable marketing strategy is needed considering the beach accessibility because the accessibility to beach is a influencing factor, Therefore regional transportation and location in beach areas should be considered for the differentiated marketing. Also to attract revisiting tourists and improve tourist satisfaction, assurance of spacious parking lots, improvement of transport networking, introduction of water taxi and bus, and construction of water taxi terminal is needed. Thirdly, it is important to manage the cost in tourist destination in a good way because the cost of merchants affects on satisfaction and behavior intention. The lower cost can be an influencing factor in intention of revisiting and recommendation. Fourthly, unique and traditional local foods and merchants should be provided because they have been one of the influencing factors. So it is important to make and develop special character products like key rings and products of water-side excursion as well as local products. Finally. to develop tourism promotion activity, various programs that the tourists can participate in should be provided. Those programs can attract more tourists as well as stimulating the tourists who want to revisit the destination.