觀光客의 感情反應, 顧客滿足, 再訪問 意圖間의 關係

The Relationship of Tourist's Affective Response, Satisfaction and Revisit intention: Focusing on the Moderation Effect of Cognitive Dissonance

This study was to examine the relationships of tourists' affective response, satisfaction, and revisit intention focusing on the moderation effect of cognitive dissonance. A total of 262 useful sample was collected from on-site survey in the tourism destination. EFA and CFA were conducted to produce validated variables to examine any relationships among the proposed constructs in this study. It can be concluded that three dimensions from EFA (positive affective responses, aggressive affective responses, and regretful affective responses) have relationships with tourist satisfaction and these responses positively or negatively affected tourists satisfaction level. The theoretical and practical implications were discussed in the conclusion.