관광스토리텔링의 중요요소에 따른 관광지 러브마크(Love Mark) 기대에 관한 연구

Tourists Expectation of Destination Love Mark from Tourism Storytelling

This paper introduced the concept of travel destination 'love mark' and examined the relationship among the tourism storytelling, tourists expectation of destination love mark, and intention to visit. Data were collected from 323 people at four provinces of Korea on May 2009. Results indicated that out of six dimensions of tourism storytelling elements, level of descriptiveness and authenticity were most likely to influence on the tourists expectation of a destination love mark. Results also showed that the tourists expectation of destination love mark tended to impact on their intention to visit and inform by word of mouth. Based on the finding of this study, several practical implication were also discussed.