The Effect of Tourism Storytelling Choice Attributes on Tourist Satisfaction and Loyalty
관광 스토리텔링 선택속성이 관광객 만족 및 충성도에 미치는 영향

Byong-Mo Son, Dong-Soo Kim
2011 The Journal of the Korea Contents Association  
The purpose of this study is to inquire into the effect of tourism storytelling choice attributes on tourist satisfaction and loyalty in Gangwon province. The random sampling was carried out on 200 tourists who experience tourist storytelling in Gangwon-do. First, the effect of tourism storytelling choice attributes on tourist satisfaction showed that the authenticity, attractiveness, educability, playfulness, undertstandability and sensitivity have a statistically significant positive effect
more » ... t positive effect on the tourist satisfaction, and the tourist satisfaction through tourism storytelling has a statistically significant positive effect on the tourist loyalty. Consequently, if the educational effect is provided to raise tourists' interest or sensitivity, and facilitate the understanding through tourism storytelling, the increase of tourists' satisfaction will be connected to positive word-of-mouth and recommendation in surroundings, contributing to tourism activation. ■ keyword :|Tourism Storytelling Choice Attributes|Tourist Satisfaction|Tourist Loyalty| I. 서 론 관광분야에 있어 서비스나 다양한 관광자원이 스토 리를 통해서 소비자에게 적극적으로 어필하고 있다. 점 차적으로 관광 시장이 커지면서 관광지 간의 경쟁이 치 열해지고 관광 상품에 대한 모방이 쉽게 이루어지는 상
doi:10.5392/jkca.2011.11.2.432 fatcat:v6gmpq44oveb5b5ponp3un6w3m