관광동기․이미지․재방문의도간 구조적 관련성

Structural Relationship among the Tourist Motivation, the Destination Image, and the Revisit Intention.

This study examined the relationship of the tourist motivation and the cognitive image including the affective component, the structures of the cognitive image and the affective image, and the effects of these image on the tourist’s revisit intention. The cannonical correlation and multiple regression analysis show that both cognitive and affective image are differently related with the tourist motivation, and that the relationship of cognitive image and affective image are statistically significant. Some theoretical and practical implications regarding tourism destination images in Jeju island are discussed.