Journal of the Korean Institute of Landscape Architecture (한국조경학회지)

The Korean Institute of Landscape Architecture (한국조경학회)
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The Effect of Perceived Value, Satisfaction and Self-Congruity on the Revisit Intention and the Word-of-Mouth Intention

스키장 방문자들의 가치, 만족, 자아일치성이 재방문의도와 구전의도에 미치는 영향

  • 홍성권 (건국대학교 환경과학전공) ;
  • 김재현 (건국대학교 환경과학전공) ;
  • 장호찬 (한국방송통신대학교 관광학과)
  • Received : 2012.02.15
  • Accepted : 2012.03.27
  • Published : 2012.04.30
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Abstract

As competition increases, ski resort managers need to search for ways to attract previous visitors or to gain new visitors through word-of-mouth. This study examined the impact of skiers' perceived value, satisfaction and self-congruity on the revisit intention and the positive word-af-mouth intention. Total respondents were also segmented into a promotion-focus and prevention-focus individuals then later examined the differences in the effect of independent variables between groups in order to suggest a managerial direction that will enhance business competency of ski resorts. Results from regression analysis showed that all independent variables utilized in this study were good predictors of two dependent variables. Specially, satisfaction was a highly significant predictor. Promotion and prevention-focused individuals were also differed in evaluating the importance of independent variables for their revisit and word-of-mouth intention. It means that self-regulatory focus is an effective variable for segmentation. More specifically, satisfaction was the only variable influencing the revisit intention for promotion-focused individuals; whereas both satisfaction and self-congruity had significant effects on the revisit intention for prevention-focused individuals. All independent variables had significant effects on the word-of-mouth intention, except self-congruity for promotion-focused individuals. This research suggests several managerial implications on the findings based on the analysis and the characteristics of the visitors.

우리나라의 스키장들도 경쟁이 심해져 재방문비율을 높이거나 긍정적 구전을 통해 새로운 방문자를 유치해야 하는 상황이 되었다. 본 연구는 스키리조트 방문자들을 대상으로, 가치, 만족 및 자아일치성이 재방문의도와 구전의도에 미치는 영향력을 파악하며, 자기조절초점으로 집단을 세분해 집단 간에 독립변수들의 영향력에 차이가 있음을 확인함으로써 스키장들이 경쟁력 강화할 수 있는 실행방향을 제시하고자 하였다. 현지에서 수집한 자료를 회귀분석한 결과, 사용한 독립변수들은 모두 재방문의도와 구전의도에 영향을 주었다. 만족은 가장 영향력이 큰 변수이었다. 자기조절초점으로 구분한 집단 간에는 재방문의도와 구전의도에 영향을 미치는 변수의 종류가 달라 이 변수가 효과적인 시장세분변수라는 것이 확인되었다. 재방문의도의 경우, 향상초점 집단은 만족만이 영향을 주었으나 예방초점 집단에서는 만족과 함께 자아일치성도 영향을 주었다. 구전의도의 경우에는 향상초점집단에서 자아일치성을 제외하고는 두 집단에서 모든 독립변수들이 영향을 주었다. 분석결과를 바탕으로 방문자들을 유지 또는 유치할 수 있는 실행가능한 몇 가지 대안을 제시하였다.

Keywords

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