관광동기, 이미지, 기대, 만족 및 충성도간의 구조적 관계

Structural Relationships among Travel Motivation, Destination Image, Tourist Expectation, Satisfaction, and Loyalty

This paper suggested the proposed model involving the relationships among travel motivation, destination image, tourist expectation, satisfaction, and loyalty. The paper used the structural equation model (SEM) to test the proposed model. Data were collected from 270 tourists who visited Andong. Research results showed that travel motivation, especially cultural/educational travel motivation, was one of the determinants of destination image. Destination image and tourist expectation were critical factors that affected tourist satisfaction. Tourist satisfaction affected tourist loyalty significantly. Based upon these findings, this paper could make several recommendations to improve destination image and tourist satisfaction.