실버계층의 관광참여동기가 만족과 행동의도에 미치는 영향 연구

The Effect of Satisfaction & Behavior Intention Influened by Tourism Participation Motivation of Silver Generations

The population is aging due to the higher life expectancy and increase of income resulted from the development of medical science & interest in health. More silver generation over 55 is participating in tourism industry and more studies of tourism product & marketing segmentation are required targeting silver generation considering health, economic power and education level. This study aims to systematize the relationship of tourism participation motivation, tourism satisfaction and tourism behavior intention of silver generation by grasping the influencing relationship of these three factors. First, it was proved that the pleasure factor and relaxation factor have significant influence on satisfaction. Second, satisfaction factor was proved to have positive influence on behavior intention. Dissatisfaction has no significant influence on positive recommendation and word of mouth. Third, pleasure, relaxation·health and socialization·friendship factors were proved to have positive influence on behavior intention. The purpose of this study is to provide practical strategy for the enhancement in tourism product sales and satisfaction increase of tourism participants by grasping influence factor which affects tourism participation satisfaction & behavior intention of silver generations.