관광경험과 기억저장이 관광자 만족과 충성도에 미치는 영향에 관한 연구

The effects of Tourism Experience and Memory Storage on Tourist Satisfaction and Loyalty

The cost of creating new customers is five times higher than that of maintaining old ones, so strategically maintaining the ones already captivated is far more meaningful than creating new ones. When travelers are satisfied with their trips, the possibility of revisiting is higher. But not all satisfied travelers revisit the destination or recommend it to others. Tourism are regarded as a behavior that consumers pay for pleasant experiences and ultimately acquire pleasant memories. Therefore, the most important thing for tourism behavior is to get relevant memories of valuable travel experiences. The purpose of this study is to explore the relationship between memory storage which is influenced by travel experience and tourists' satisfaction and loyalty. The results of this study are as follow: Firstly, travel experience has an impact on memory storage, in which life vitality, knowledge and sensory experience has an impact on both in short-term memory and long-term memory. Secondly, short-term memory has an impact on satisfaction while long-term memory does not have an impact on tourists' satisfaction. Thirdly, long-term memory has a great impact on loyalty. Lastly, tourist satisfaction has a positive impact on loyalty.