지역 방문 의도 영향요인 분석을 통한 지역 관광산업 역량 개선 방안 연구:

A Study on the Improvement of Regional Tourism Competency by Analyzing the Influence Factors of Intention to Visit: Focused on Chungju City

(Purpose) In this study, we conducted a community study for Chungju City as a basis for improving the competency of tourism industry by using it as a methodology for developing civic engagement activities such as regional studies, community-based learning (CBL) and citizen science in the future. (Design/methodology/approach) This study entails both quantitative and qualitative methodologies. The study was designed to analyze the destination image (DI) of Chungju City as a travel destination. An online survey was conducted to obtain quantitative results. In order to summarize Chungju City’s DI, SWOT analysis was conducted based on the survey results. Then, we used structural equation modelling to examine the relationship between DI and recommendation factors. (Findings) According to the survey, Chungju City has excellent natural and geographical environment such as clean natural and tourism resources, but lacks in terms of economic revitalization, cultural benefits, high prices, and educational environment. However, for respondents who currently reside, Chungju City was perceived as a good place to live, a vacation spot, a tourist destination, and a good place for spending one’s later years. These responses were also found in the analysis of the different periods of residence in Chungju. (Research implications or Originality) Based on the survey result and analysis, it is expected that if the methodology such as CBL, civil science, and crowdsourcing are utilized to create change by uniting people’s voices, gathering intelligence, and participating directly, it will be able to realize true tourism competency potential of Chungju City.