관광객의 관광지 정체성 인식이 태도, 만족도, 행동의도에 미치는 영향 관계

The Effect of Tourists’ Destination Identity Perception on Attitude, Satisfaction and Behavioral Intention: Focused on Nami Island

Tourism destinations should gain competitive advantages by providing distinctive attractions that can attract tourists and create profits. Tourists prefer differentiated destinations, but most destinations fail to offer unique characteristics by providing similar tourism environments and activities to tourists. In this regard, it is important to improve the quality level of tourism experience by creating a characteristic tourist environment and atmosphere so that it can be differentiated from other destinations. The purpose of this study was to examine the impact of destination identity perceived by tourists on attitudes and the relationship between tourists' attitudes influenced by destination identity and their satisfaction and behavioral intention. It is useful to not only understand more deeply the importance of differentiating tourist destinations but also establish effective marketing strategies to become a tourist destination that can continue to grow and differentiate. The summary of the analysis result is as follows. The results showed that destination identity has four factors which include an activity type, a nature type, an emotion type and a relationship type. In addition, these four factors of destination identity had a significant influence on the attitude of tourist. Of these, it was found that an emotion type played a great role in creating the attitude of tourists. Tourist attitude had a positive effect on the satisfaction of tourists. Tourist satisfaction had a significant impact on the behavioral intention of tourists.