관광해설정보 유용성, 마음충만, 관광경험 및 행동의도간의 구조적 관계

Abstract

This study was intended to identify the influence of tourism interpretation availability on tourism experience and behavioral intention through mindfulness. For this purpose, this study designed to analyze the way tourism interpretation availability affects on mindfulness and memorable tourism experience. And also this study analyzed the influence of memorable tourism experience on behavioral intention. Structural equation model(SEM) was conducted for analyzing the data. The result of this study revealed that tourism interpretation availability gave a positive effect on mindfulness and mindfulness also gave positive effect on tourism experience. Finally, this tourism experience also gave a positive effect on the behavioral intention such as re-visit intention and recommendation. This study has following implication at the practical level: first, tourism interpretation availability is one of important factor to stimulate the tourist's mind as this interpretation availability can make tourist's mind to be mindful and mindfulness of tourist's can influence to their experience consequently. Even though the method, content or media are also important factors of interpretation, this study suggest that interpretation availability is also important factor in tourism interpretation. Second, manager of tourism destination could possibly use mindfulness concept and measurement as a tool of asses how they are doing from a mindful sense. If they adopt a mindfully oriented conceptual approach in how they are design, develop, and implement in interpretation availability for their setting, they could periodically administer the general measure of mindfulness to evaluate their program and service. As for the scientific level, this study adopt the concept of mindfulness as an intervention factor which mediated tourism interpretation availability and tourism experience. This means that relevant studies can be promoted by conceptual approach of this mindfulness and also approach in different strategic aspects of tourist attractions. Future research efforts should consider measurement of tourism interpretation availability in detail and also measurement of mindfulness in different tourism destination with the purpose of tourism.

Key Words : tourism interpretation availability, mindfulness, memorable tourism experience, re-visit intention, recommendation