공항 서비스 품질이 관광지 이미지와 관광객 행동에 미치는 영향 - 관광지로의 국제공항, 관광 경험으로의 국제공항 서비스 -

초록

Recent studies have argued that airport service can be regarded as a tourist experience. Based on this argument, this study aimed to examine if airport service quality can influence tourist’s cognition (i.e., destination image) and behavior (i.e., recommendation and re-visitation) toward a destination. Based on the literature review, seven research hypotheses and two rival hypotheses were derived. They were tested with the data collected from 191 South Koreans who have used an international airport in the Philippines to visit the nation. EFA revealed five components of airport service quality, namely, “facility,” “boarding,” “custom,” “convenience,” and “security” services. It also found three factors of cognitive destination image, which are “local culture,” “nature/vacation,” and “infrastructure” images. Hypothesis testing resulted that airport service quality partially affects cognitive destination image; it was notable that “infrastructure” image can be induced not by “boarding,” but by other four airport service components. It further revealed that airport service quality has no significant effect on affective destination image whereas cognitive destination image has. Lastly, recommendation intention got influenced by “nature/vacation,” “infrastructure,” and affective image but not by “local culture” image. In contrast, revisit intention got influenced by all the factors of cognitive destination image but not by affective destination image. Regarding the rival model, mediation test showed that overall service quality does not mediate the link between components of service quality and destination image; thus, it was not supported. In the conclusion section, we suggested the theoretical framework presenting “airport service as tourist experience” and its effects on tourists’ destination image and behavior.

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