고궁관광 경험 분석－내국인과 외국인의 차이를 중심으로－

초록

The purpose of this study is to analyze how authenticity and involvement influence satisfaction of Koreans and foreigners. The tourist survey was conducted of 349 Koreans and 265 foreigners who visited one of the five palaces in Seoul, including Kyungbok Palace, Deoksoo Palace, Changkyung Palace, Changdeok Palace, and Jongmyo Shrine. For the analysis method, frequency analysis, factor analysis, and structural model were applied. The result shows that existential authenticity influences satisfaction of the Korean participants significantly more than of the foreigner participants. Conversely, involvement has considerable effects on satisfaction of the foreigner participants more than of the Korean participants. According to the result, it was found that Koreans and foreigners have different causal structures in terms of authenticity, involvement, and satisfaction. Findings of this study provide important implications, in cross cultural perspective, to cultural tourism studies and marketing strategy of cultural heritages.

키워드