문화관광 해설이 인지, 감정, 몰입 및 문화유산 방문의도에 미치는 영향

Structural Relationships between Tour Interpretation, Cognition, Affection, Flow and Intention to Visit: Focused on visitors of Gyeongbokgung Palace and Changdeokgung Palace accompanied with tour interpreter

This study was to examine the relationship between visitors' perception of cultural tourism interpretation service, their cognitive and affective responses, experience of flow, and intention to visit. Based on a review of related literature, the service quality of cultural interpretation service was measure by five items which included interest, fidelity, education, effectiveness, communication. Data was collected from 236 Korean, Japanese, Chinese and other foreigners who visited the Gyeongbokgung Palace and Changdeokgung Palace with tour interpreters. Results of a structural equation model analysis indicated that perception on the interpretation service had significant positive effects on cognitive and affective response. Results also showed that visitors' cognitive response/affective response, and flow also made significant positive effects on visitors' intention to visit.