관광상품의 지각된 가치가 관광만족에 미치는 영향과 한류의 조절효과

The Effect of Perceived Values Regarding Tourist Products on Satisfaction and Moderating Effect of Hanryu

The primary purpose of this study was to examine the effect of perceived values of tourist products on customer satisfaction. It also aimed to demonstrate the moderating effect of Hanryu on the relationship between perceived values and customer satisfaction. Further more, this study made an effort to discover which type of Hanryu, Korean drama/movie or Korean pop music, had more influence on this relationship. First of all, perceived values had a significant effect on customer satisfaction. Specifically emotional values of tourist products had stronger influence on customer satisfaction than functional values. However, when the degree of liking Hanryu was put in as a moderating variable, functional values had greater effect on customer satisfaction than emotional values. Moreover, regardless of the type of Hanryu preferred between Korean drama/movie and Korean pop music, functional value shad greater influence on customer satisfaction than emotional values, thus partly supporting the hypothesis. Implications and limitations of this study were discussed.