문화관광자원 방문경험에 따른 관광만족과 행동의도 비교연구

Comparative study of tourist satisfaction and behavioral intentions depending on the tourist’s visiting experience to cultural tourism resources -Focused on Jeju Island-

The study is designed to find out how the tourist’ visiting experience to cultural tourism sites for the diversity of tourism in Jeju affects the tourist’s satisfaction and behavioral intentions and to find out how to activate the cultural tourism in Jeju. It is also intended to check out the difference in the relation between tourist satisfaction and behavioral intentions depending on the experience of the visit. The analysis showed the following results; First, there have been the statistically significant differences in the facility satisfaction, attraction satisfaction and service satisfaction between the first visitors and revisitors to the cultural tourism resources. Second, there have been statistically significant differences in the revisit intention and recommendation intention between the first visitors and revisitors to the cultural tourism resources. Based on the study results above, the following implications could be suggested. The results show that the first visitors to Jeju’s cultural tourism resources have higher satisfaction with the service, facility and attractions than revisit tourists do. It shows that as both the first visitors and the revisitors to Jeju have higher revisit rate depending on their attraction satisfaction, it is recommended to discover the tourist attractions which are unique and attractive in Jeju such as Jeju’s own food, clothing and shelter, agricultural culture and language, etc thus attracting more revisitors for the purpose of cultural tourism.