U-관광서비스가 관광지 서비스품질과 만족에 미치는 영향

Effect of U-Tourism Service on Family Visitors' Perceived Service Quality and Satisfaction at a Cultural Heritage Site

This study explored the effect of U-tourism service on visitor's perceived service quality and satisfaction at a cultural heritage site. Particularly, by adapting HISTOQUA, a new model of perceived quality and satisfaction formation process was proposed in this study. In order to test the new model, data were collected from 275 visitors at Hwa-Seong Haeng-gung on May of 2009. The questionnaire was given to family tourists with children who experienced U-tourism service. The findings of this study were as follows: 1) Parents' perception of children's satisfaction with U-tourism service had a significant influence on the parents' satisfaction, 2) Parents's satisfaction of U-tourism service had positive influence on their perceived service quality, 3) Parents' perception of children's satisfaction had stronger influence on their perceived service quality than their satisfaction of U-tourism service, and 4) the perceived service quality had strong influence on the overall satisfaction. Based on these significant findings, theoretical implications and limitations of the study were discussed.