관광정보와 방문동기에 따른 관광지 이미지형성과 관광지 충성도간의 구조모델분석

The Structural Equation Modeling approach to the relationship between tourism destination image formation and destination loyalty based on tourist information and motivations

Using a survey against the respondents visiting ‘Beatles Story’ museum, Liverpool, UK. this article investigates whether tourist information and visit motivations significantly impact on tourist’s destination image formation and destination loyalty. Travel motivations were used for internal factor while the quantity of travel information was used for external one in order to measure the structural equation model constructed by cognitive image, affective image and destination loyalty. Information quantity was found significantly influencing cognitive image while motivations influenced both cognitive and affective image. On the other hand cognitive image exerted an impact on destination loyalty whereas affective image did not. These findings seem to endorse an attitude theory supported by Bagozzi and Baloglu.