카지노 방문경험이 인지적 이미지와 방문의도에 미치는 영향

A Study of the Effect of Casino Visit Experience towards Cognitive Image and Visit Intentions

The topic of cognitive destination image has received substantial attention in tourism research for the last decade but there has been almost no research was done for the casino industry. The professionals' efforts to change the perception of these images from negative to positive have not been conducted. This study would contribute to improve the images of casino industry by anlaysing the perception of people. The purposes of this study are, first to classify factors that form cognitive images of the casino industry and second to evaluate how visit experience affect to establish cognitive images and visit intentions. A Structured questionnaire was administered to a sample of 260 respondents in Busan(Busan Train Station, Bus Terminals, Airport and Luxury Hotels) and used 245 questionnaires for data analysis. Five considerations, titled ‘economical,’ ‘tourism and convenience,’ ‘social’, ‘cultural’ and ‘welfare,’ were identified by exploratory factor analysis (EFA). This result suggests that this scale would be suitable for evaluating cognitive images which are affecting visit intentions in the Korean casino industry.