해양관광지 스토리텔링, 관광지 매력성, 행동의도 간의 관계에 관한 연구

A Study on the Relationship between Marine Tourist Site Storytelling, Tourist Attraction, and Behavioral Intention: Focusing on Island Tourism in Sinan-gun.

The purpose of this study was to investigate how the storytelling of marine tourist attractions affects behavioral intention and whether there is a moderating effect of tourist attraction in the relationship between the storytelling of marine tourist attractions and behavioral intention. For this study, a 30-day survey was conducted on tourists who have visited Sinan-gun, Jeollanam-do, from October 18 to November 16, 2021, and 247 copies were used for empirical analysis. As a result of the analysis, it was found that all factors of marine tourist attraction storytelling affect behavioral intention, and the moderating effect of tourist attraction attractiveness between marine tourist attraction storytelling and behavioral intention was found. In order to be selected as a tourist destination by many tourists as a marine tourist destination, I think it will be the best marine tourist destination when the storytelling of the marine tourist destination and the attractiveness of the tourist destination show synergy together.