관광목적지 개성이 이미지 및 충성도에 미치는 영향 -강남을 방문한 외래 관광객을 중심으로-

초록

This study examines the collective influence of destination personality on destination image creation and its impact on tourists’ loyalty. This research focuses on foreign tourists who visited the Korean metropolitan area of Gangnam which culminated in that destination’s developing acceptance as a landmark of Korea. The sample consisted of 339 destination tourists in Gangnam. To analyze the data, descriptive statistics, confirmatory factor analysis(CFA), structural equation modeling(SEM), and multivariate analysis of variance (MANOVA) methods were utilized. This study found that destination personality, excitement,and comfort had significant effects on cognitive image and affective image. It was also found that destination personality, excitement, particularity, and affective destination image had significant effects on destination loyalty. However, cognitive destination image did not have significant effects on destination loyalty. It was found that there are significant differences among groups in respect to destination personality based on sample characteristics. The results of this study will help enhance efficacy for government officials and destination marketing organization(DMOs) as they develop future marketing strategies.

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