해외 관광목적지의 환경단서, 감정적 이미지, 전반적인 만족, 재구매의도 간의 관계에 관한 연구

A Study on the Relationship among Environment Cues, Affective Image, Overall Satisfaction, and Repurchase Intention of Tourist Destination

&nbsp;&nbsp;Tourism, as the business of attracting and catering to their needs, has rapidly grown into the world&quot;s largest industry, surpassing autos, steel, electronics, and agriculture. The change of tourism market in overseas and the ever-increasing competitive nature of the tourism industry require tourist destinations to develop an effective marketing plan and strategy.<BR>&nbsp;&nbsp;The purpose of this article is to analyze the relationship among environment cues, affective image, overall satisfaction, and repurchase intention of tourist destination. The hypotheses of this paper are as follows.<BR>&nbsp;&nbsp;H1: The environment(H1-1~H1-7: atmospheric, service, location, price, promotion, cultural, infra) cues of tourist destination will affect positively the affective image of tourist destination.<BR>&nbsp;&nbsp;H2: The affective image of tourist destination will affect positively the overall satisfaction of tourist destination.<BR>&nbsp;&nbsp;H3: The overall satisfaction will affect positively the repurchase intention of tourist destination.<BR>&nbsp;&nbsp;H4: The environment(H4-1~H4-7:atmospheric, service, location, price, promotion, cultural, infra) cues of tourist destination will affect positively the overall satisfaction of tourist destination.<BR>&nbsp;&nbsp;H5: The environment(H5-1~H5-7:atmospheric, service, location, price, promotion, cultural, infra) cues of tourist destination will affect positively the repurchase intention of tourist destination.<BR>&nbsp;&nbsp;H6: The affective image of tourist destination will affect positively the repurchase intention of tourist destination.<BR>&nbsp;&nbsp;Simple and multiple regression analyses are used to test these hypotheses. The results are as follows: H1-1, H1-2, H1-5, H1-6, H1-7, H2, H3, H4-1, H4-2, H4-4, H4-6, H4-7, H5-1, H5-4, H5-5, and H5-6 are significantly supported. H1, H4, and H5 are partly supported.