국내 쇼핑관광지 이미지형성에 관한 연구

A Study on image-building of the shopping tourism destination in Korea: Focused on Myug-dong, Insa-dong, Dondaemun, Namdaemun, and Itaewon Area

This study is to propose that the shopping tourism as an independent sector is an important source of the domestic tourism industry recognized as the next-generation growth engine, on the basis of the shopping destination image. In the pursuit of this aim, we approached the issue from behavioral aspect focusing on results of conceptual difference between inbound tourists’ satisfaction and attitude of shopping destination image, which is not adequately addressed in the existing research. Specifically, we designed the structural model on relationship between shopping destination image, satisfaction, attitude and behavior intention of inbound tourists. As per the results, the shopping tourists’ satisfaction and attitude reacted differently according to shopping destination image types. Especially the shopping tourists’ behavior intention was influenced more by results of attitude than satisfaction on indirect dimension. Finally, this study is conceptually meaningful in presenting the different path of the shopping image types on satisfaction and attitude. In addition, this study suggests some useful implications for tourism industry workers and policy makers.