관광객의 세계문화유산 체험구조 분석

A structural analysis of the world cultural heritage experience of the tourist

The study analyzed how tourists' experiences World Cultural Heritage Sites and how their experiences were related to level of satisfaction and intention to revisit. Based on the review of previous literature, seven different types of tourist experience(e.,g. ‘novelty’, ‘familiarity’, ‘education’, ‘authenticity’ and ‘nostalgia’) were employed as the independent variables of this study. Data were collected from 400 visitors of four Korean World Culture Heritage sites on September 2010. Results of a structural equation modeling analysis showed that four different types of experiences(i.e., familiarity, education, existential authenticity, nostalgia) of the respondents were significantly associated with their level of visit satisfaction and revisit intention. Particularly, ‘familiarity’ and ‘nostalgia’, which were the newly suggested constructs of tourist experiences in this study, were proven to be as primary factors of heritage tourism experience.