관광상품으로서 농특산물 포장디자인의 이미지와 지각된 가치, 만족, 충성도의 구조관계

Structural Relationships among Image of the Package Design, Perceived Value, Satisfaction, and Loyalty of Agricultural Specialty Products for Tourists

The study of the tourism product image have gained an important role to attract consumers’ desires. With the increase of tourists' expenditure of agricultural and local specialty products, consumer satisfaction and loyalty became the factor of competitiveness. The study aims to examine the structural relationships among image of the package design, perceived value, satisfaction, and loyalty of local specialty products for tourists. Data were collected from 446 rural tourists by field survey who had purchased local specialty products. SPSS 20.0 and LISREL 8.80 statistical packages were used to analyze the confirmatory factor analysis and path analysis. Results showed that clean and friendly image factors had a positive effect on perceived value. Perceived value had a positive effect on satisfaction and loyalty. It means that clean and friendly image of the package design is the important factor to enhance consumer satisfaction and loyalty. In order to increase the value on local specialty products marketing, marketers should pay more attention to image elements.