The Effect of Gyeryongsan National Park Visitors' Tourism Motivation on Satisfaction and Behavior Intention: Moderation Effect of Tourism Purpose

계룡산 국립공원 방문객의 관광동기가 만족도 및 행동의도에 미치는 영향 - 관광 목적을 조절효과로 -

  • Kim, Hyo-Jung (Dept. of Business Administration (Major: Tourism Management), Woosong University) ;
  • Kim, Si-Joong (Department of Hotel & Tourism Management, Woosong University)
  • 김효중 (우송대학교 일반대학원 경영학과 관광경영학전공) ;
  • 김시중 (우송대학교 호텔관광경영학과)
  • Received : 2012.05.11
  • Accepted : 2012.05.27
  • Published : 2012.06.30

Abstract

This study aims at examining the effect of Gyeryongsan national park visitors' tourism motivation on satisfaction and behavior intention based on conducted questionnaires. According to the empirical analyses, two effects were drawn. The results are as follows: First, the effect of tourism motivation on satisfaction and behaviour intention: Second, the moderation effect of tourism purpose on tourism motivation, satisfaction, and behavior intention. According to hypothesis testing for this study, physical motivation and personal motivation influenced satisfaction in terms of tourism motivation and satisfaction for the national park destinations. In addition, physical motivation and personal motivation affected behaviour intention in terms of tourism motivation and behaviour intention for the tourism destinations. Tourist satisfaction, besides, had a significant effect on revisit and word-of-mouth intention. Finally, moderate variables of tourism purpose had a significant influence on tourism motivation, satisfaction, and behaviour intention.