부산 관광지 이미지와 선택속성, 방문 만족에 관한 연구

Abstract

This paper focus on investigating Busan tourists’ destination image, selection attributes and satisfaction from the perspectives of citizens in Seoul and Gueonggi-do where are the major domestic tourists to Busan. The research is conducted to find out why they choose Busan for tourist destination, what kind of destination image of Busan they have, and how much they are satisfied with the tour.

There have been many studies about the destination image and selection attributes. However, it is rare to contain these issues in a specific destination setting such as Busan.

On-line survey was filled out by 208 respondents who live in Seoul or Gueonggi-do and had experience of visiting Busan. 29 destination selection attributes were grouped to 5 factors: lodging value, event & shopping, tradition & culture, tradition & activity, interest & accessibility. 25 destination images were transformed to 6 factors: infrastructure superiority, variety, historical culture, convenience, value, and attractiveness.

To find out the relationship among the tourists’ destination image, selection attributes and satisfaction, multiple regression was carried out to make linear formula which was composed of two independent variables(destination image and selection attributes) and a dependent one(satisfaction). Finally two hypothesis were tested and the result is as follows; tourists’ selection attributes have an effect on destination image and the latter also influences on tourists’ satisfaction.