여가ㆍ관광 참여 동기요인 연구

A Study on Analysis of The Tourist’s Motivation

The purpose of this study was to analyse the tourist’s motivation attending outbound tourism. A field survey was conducted using a sample of 125 tourists. In this study 23 motivator items on five-point Likert Scale were examined through factor analysis. Seven motivators were identified. They are exploration of culture, escape from the daily life, curiocity, evants, friendship, amusement, and social interaction. This study was also to examine relationships between seven motivator dimensions and three variables including satisfaction, word-of-mouth and revisit. The results of this study showed that the willing-to-revisit of exploration of culture, escape from the daily life, events, friendship, amusements, and social interaction factors were positively correlated, among one another. In addition, the tourist satisfaction and escape from the daily life, friendship, amusements and social interaction factors were also positively correlated.