리조트의 이미지가 리조트 이용객의 지각된 성과에 미치는 영향

Impact of Resort Image on the Perceived Performance of Resort Visitors

  The purpose of the study was to make a positive analysis on how an image of a resort had an effect on perceived performance of customers with a resort and to derive its implications. It is necessary to have an accurate understanding about a desire of resort users and to command strategies in management with enlargement of various competitive facilities and efficient marketing to utilized basic documents of successful management to maintain and develop the existing customers and to secure potential customers. Therefore the study investigated an effect of the perceived performance as profitability, satisfaction, intention of revisit and recommendation intention of customers who experienced a resort through the image which resort users were formed according to their experiences. As the result of the analysis, it was appeared that environment, aesthetic appreciation and healthiness in factors of a resort"s image had a significant effect on the perceived performance. Through the result, we can know that safe, quiet, clean and beautiful resorts forming a healthy image with a healthy financial structure, a high social name value and a strong sense of responsibility have an effect on the perceived performance of users. Therefore, resorts will have to construct their healthy images with a good environment and a strong sense of responsibility to secure revisiting customers or potential customers.