명사와의 자아이미지 일치성이 관광경험에 미치는 영향

Impacts of Self-image Congruity with a Celebrity on Tourist Experience

This study examines tourists visiting the Bongha village, the residence of former president of Korea Roh Moo Hyun, as to their perceptions and experiences at this culturally unique destination. Drawing upon a fandom theory, it is suggested that fans tend to view the object of fandom as an extension of self through a projection and introjection process, which underlies the causal linkage between the degree of fandom and self-image congruity. Also, the self-reflective nature of fandom consumption indicates that the degree of self-image congruity can be an effective predictor of tourists‘ satisfaction at Bongha village. Data were collected from 212 visitors of the village on November 2008. Results support the causal linkage between the degree of fandom and self-image congruity, which in turn positively affects on-site satisfaction at the Bongha village. However, these hypothesized relationships are corroborated only when the direct measure of self-image congruity is used. Theoretical implications of this exploratory study are discussed in relation to the growing power of popular icons and a phenomenon of fandom.