개인가치에 따른 여행상품만족이 관광목적지 이미지에 미치는 영향 차이

The Differences of the Effect of Travel Product Satisfaction on Destination Image by Personal Value

This paper is to investigate an effect of the travel service satisfaction on destination images by the individual values. For this, firstly, tourists are segmented according to individual values, and then, it is examined that there are significant differences in travel service satisfaction which they chose and travel service satisfaction on regional images and country images by the individual value groups. In order to conduct this study, Japanese tourists who have visited Jeju ware selected as subjects. From the survey, a total of 671 useful samples were collected and analyzed in SPSS 12.0 for Window. As a result of the research, it appeared that individual value factors are divided into internal and external. Findings are showed that the effect of the travel service satisfaction on destination images by the individual values were significant differences.