문화관광해설의 구성요인 및 해설전달과정 분석

Constructs of Cultural Heritage Interpretation and Analysis of Interpretation Delivery Process

This study investigated the components of cultural heritage interpretation and analyzed the cultural interpretation delivery process. Based on a review of related literature, this study developed a structural model between visitors' experiences of four different dimensions of cultural interpretation, visitor satisfaction and revisit intention. In order to examine the causal relationship between the theoretical constructs, data were conveniently collected from 240 visitors of Jeonju Hanok Village. Results showed that three dimensions of the interpretation factors(i.e. informative and educational, easy to follow, entertaining factors) positively affected kindness of the interpreters. Results also indicated that the three factors did not directly but indirectly affect the interpretation satisfaction via the kindness factor. Moreover, findings showed that the respondents' satisfaction on the interpretation turned out to be a significant predictor of their revisit intention. In conclusion, the interpretation delivery process verified in this study could be summarized as follows: Three heritage interpretation factors → kindness factor → interpretation satisfaction → behavioral intention.