문화기술의 융합 (The Journal of the Convergence on Culture Technology)

  • 제8권4호
  • /
  • Pages.1-9
  • /
  • 2022
  • /
  • 2384-0358(pISSN)
  • /
  • 2384-0366(eISSN)
국제문화기술진흥원 (The International Promotion Agency of Culture Technology)
권호 표지
DOI QR코드

DOI QR Code

관광 체험, 관광 기억, 재방문의도 간의 영향 관계에서 관광지 분위기와 관광객 기분상태 매개효과 검증

Mediating Effect of Destination Mood and Mood State on Relationship between Tourism Experience and Memory and Revisit Intension

  • 김규리 (대경대학교 항공승무원과)
  • Kim, Gyu-Lee (Dept. of Airline Service, DaeKyung University)
  • 투고 : 2022.04.09
  • 심사 : 2022.06.20
  • 발행 : 2022.07.31
PDF 다운로드
⟨ 이전 논문 다음 논문 ⟩

초록

본 연구에서는 관광 체험이 관광 기억에 영향을 미치고 관광 기억은 관광객의 재방문의도를 결정하게 될 것이라는 인과구조에서 관광객이 관광하는 동안 느끼는 관광 분위기와 기분상태의 심리적인 요인이 어떤 역할을 하는지를 실증적으로 확인하고자 하였다. 관광 기억과 재방문의도 간의 영향 관계에서 관광 분위기와 관광객의 기분상태가 매개효과를 가지는지를 검증하고자 하는 것이 본 연구의 목적이다. 경로분석 결과, 관광 체험은 관광 기억에 유의미한 정(+)을 그리고 관광 기억은 재방문의도에 유의미한 정(+)을 미치는 것으로 나타났다. 관광지 분위기와 관광객 기분상태는 매개효과를 가지는 것으로 분석되었으며, 관광객의 기분상태의 매개효과가 관광지 분위기의 매개효과보다 크게 나타났다.

The purpose of this study is to examine the mediating effects of destination mood and tourist's mood state on the relationship between tourism memory and revisit intention focusing on the psychological approach. The number of subjects for the research is 301 visitors enjoying tourist destinations in Gyeongju and Jeju. This study employs path analysis offered by the AMOS 28 statistical program to analyze the mediating effects of destination mood and tourists' mood states. The path analysis shows that tourism experience positively influences tourism memory, tourism memory positively affects revisit intention, and there are mediating effects of Destination mood and tourist's mood state on the relationship between tourism memory and revisit intention.

키워드

참고문헌

  1. D. W. Ko, "A Critical Review of Tourism Behavioral Literature: With and Emphasis on Articles Appeared in ATR," Journal of Tourism Sciences, Vol. 22, No. 1, pp. 207-229, March 1998.
  2. D. W. Ko and S.S. Park, "The Effects of Jeju Tourists' Experience on Memory and Behavioral Intention," International Journal of Tourism and Hospitality Research, Vol. 32, No. 1, pp. 33-46, 2018. doi:org/10.21298/IJTHR.2018.01.32.1.33.
  3. B. J. Pine & J.H. Gilmore, "Welcome to the Experience Economy," Harvard Business Review, July-August, pp. 97-105, 1998.
  4. H. Oh, A.H. Fiore, & M. Jeoung, "Measuring Experience Economy Concepts: Tourism Applications," Journal of Travel Research, Vol. 46, No. 2, pp. 119-132, 2007. doi:10.1177/0047287507304039.
  5. D. G. Myers, Psychology, New York: Worth Publishers, 2003.
  6. J. H. Kim, "Determining the Factors Affecting the Memorable Nature of Travel Experiences," Journal of Travel & Tourism Marketing, Vol. 27, No. 8, pp. 780-796, 2010. doi:org/10.1080/10548408.2010.526897.
  7. E. Tulving & D.M. Thomson, "Encoding Specificity and Retrieval Processes in Episodic Memory," Psychological Review, Vol. 80, No. 5, pp. 352-373, 1972. doi:10.1037/h0020071.
  8. R. Fivush, "The Development of Autobiographical Memory," Annual Review of Psychology, Vol. 62, pp. 559-582,2011. doi:org/10.1146/annurev.psych.121208.131702.
  9. R. Servidio & I. Ruffolo, "Exploring the Relationship between Emotions and Memorable Tourism E experiences through Narratives," Tourism Management Perspectives, Vol. 20, pp. 151-160, October 2016.doi:org/10.1016/j.tmp.2016.07.010.
  10. J. H. Kim, J.R.B. Ritchie, & B. McCormick, "Development of a Scale to Measure Memorable Tourism Experiences," Journal of Travel Research, Vol. 51, No 1, pp. 12-25, 2012. doi:org/10.1177%2F0047287510385467. https://doi.org/10.1177%2F0047287510385467
  11. Y. S. Kim, M.A. Ribeiro, and G. Li, "Tourism Memory, Mood Repair and Behavioral Intention," Annals of Tourism Research, Vol. 93, pp. 1-13, March 2021. doi:org/10.1016/j.annals.2022.103369.
  12. V. W. Tung & J.R.B. Ritchie, "Exploring the Essence of Memorable Tourism Experiences," Annals of Tourism Research, Vol. 38, No. 4, pp. 1367-1386, October 2011. doi:org/10.1016/j.annals.2011.03.009.
  13. S. Marschall, "Tourism and Remembrance: The Journey into the Self and Its Past," Journal of Tourism and Cultural Change, Vol. 12, No. 4, pp. 335-348, March 2014. doi:org/10.1080/14766825.2014.890208.
  14. D. Agapito, P. Pinto, & J. Mendes, "Tourists' Memories, Sensory Impressions and Loyalty: In Loco and Post-visit Study in Southwest Portugal," Tourism Management, Vol. 58, pp. 108-118, February 2017. doi:org/10.1016/j.tourman.2016.10.015.
  15. T. Wolf, & B. Demiray, "The Mood-enhancement Function of Autobiographical Memories: Comparisons with Other Functions in terms of Emotional Valence," Consciousness and Cognition, Vol. 70, pp. 88-100, April 2019. doi:org/10.1016/j.concog.2019.03.002.
  16. P. Kotler, Marketing Management: Analysis, Planning, Implementation, and Control, Englewood Cliffs: Prentice Hall, 1991.
  17. J. H. Kim, "Characteristic of Repeat Visitors to Korea," Journal of Hospitality and Tourism Studies, Vol. 26, No. 8, pp. 189-205, 2017.
  18. S. H. Her and H.G. Kim, "Effects of Tourists' Psychic Distance on Novelty Experience and Satisfaction," The Journal of the Korean Contents Association, Vol. 11, No. 11, pp. 444-456, December 2011. doi:org/10.5392/JKCA.2011.11.11.444.
  19. M. Carlos. P. Sousa, and F. Bradley, "Global Markets: Dose Psychic Distance Matter?," Journal of Strategic Marketing, Vol. 13, No. 1, pp. 43-59, 2005. doi:org/10.1080/0965254042000328668.
  20. P. K. Ankomah and J. L. Crompton, "Tourism Cognitive Distance: A Set of Research Propositions," Annals of Tourism Research, Vol. 19, No. 2, pp. 323-342, 1992. doi:org/10.1016/0160-7383(92)90084-3.
  21. Y. G. Na and J.C. Joo, "The Effect of Local Food Experience on Local Image and Local Loyalty: Visitors to the 2017 Jeonju Bibimbap Festival," Journal of Tourism Management and Sciences, Vol. 33, No. 3, pp. 1-16, September 2017. doi:org/10.21719/IJTMS.33.3.13.
  22. B. R. Josephson, J.A. Singer, & P. Salovey, "Mood Regulation and Memory: Repairing Sad Moods with Happy Memories," Cognition and Emotion, Vol. 10, No. 4, pp. 437-444, 1996. doi:org/10.1080/026999396380222.
  23. M. P. Gardner, "Mood States and Consumer Behavior: A Critical Rreview," Journal of Consumer Research, Vol. 12, No. 3, pp. 281-300, December 1985. doi:org/10.1086/208516.
  24. M. J. Seo and E.S. Yim, "A Study of Memory, Satisfaction and Loyalty based on Experience Economy: The Cae of Scuba Diving Resort to East Coast of Korea," Journal of Hospitality and Tourism Studies, Vol. 43. No. 56, pp. 43-56, September 2011.
  25. S. Hosany & M. Witham, "Dimensions of Cruisers' Experiences, Satisfaction, and Intention to Recommend," Journal of Travel Research, Vol. 49, No. 3, pp. 351-364, 2010. doi:org/10.1177/0047287509346859.
  26. C. C. Yoo, "Study on the Effects of In-Store Emotions on Store Attitudes and Visit Intention: Experiential Aspects of Shopping Behavior," Journal of Consumer Studies, Vol. 7, No. 1, pp. 51-73, March 1996.
  27. W. R. Swinyard, "The Effects of Mood, Involvement, and Quality of Store Experience on Shopping Intentions," Journal of Consumer Research, Vol 20, No. 2, pp. 271-280, September 1993. doi:org/10.1086/209348.
  28. M. E. Speer, J.P. Bhanji, & M.R. Delgado, "Savoring the Past: Positive Memories Evoke Value Representations in the Striatum," Neuron, Vol. 84, No. 4, pp. 847-856, November 2014. do:org/10.1016/j.neuron.2014.09.028.
  29. H. J. Song, "The Effect of 2012 Yeosu Expo Visitor's Experience on Persevered Value and Satisfaction: Founding on the theory of experience economy," Korean Journal of Hospitality and Tourism, Vol. 22, No. 6, pp. 159-174, 2013.
  30. W. J. Lee, H.A. Pham, and M.J. Seo, "Effects of the Vietnamese Tourist Travel Experience Elements on Value, Satisfaction and Loyalty," Journal of Korean Food Service Association, Vol. 12, No. 1, pp. 107-116, March 2016.
  31. B. G. Yoon and G.J. You, "A Study on the Effect of Service Quality and Reliability of Korean Oriental Medical Tourism on Experimental Satisfaction, Revisit Intention of Visitors: Focusing on 2013 Donguibonga World Traditional Medicine Fair and Festival in Sancheong," Tourism & Leisure Research, Vol. 26, No. 1, pp. 41-59, March 2014.
  32. C. Wang, H. Qu, & M.K. Hsu, "Toward an Integrated Model of Tourist Expectation Formation and Gender Difference," Tourism Management, Vol. 54, pp. 58-71, June 2016. doi:org/10.1016/j.tourman.2015.10.009.