통합적 관광지서비스 만족 모델에 관한 연구

A Model of Aggregate Destination Service Satisfaction(ADSS): Evidence from Chinese and Japanese Tourists to South Korea

The purpose of this study is twofold; firstly, to identify whether there are the significant mean differences of aggregate destination service satisfaction(ADSS), overall destination satisfaction, revisit intention, and willingness to recommend between Chinese tourists and Japanese tourists in South Korea and; and secondly, to examine the casual relationships among ADSS, overall destination satisfaction, revisit intention, and willingness to recommend. The secondary data source used for this study were obtained from the 2012 International Visitor Survey conducted for Korea Tourism Organization(KTO). To confirm if research hypotheses are accepted, several empirical analyses were employed, including independent samples t-test, pearson correlation analysis, confirmatory factor analysis(CFA), and structural equation modeling(SEM). The findings of this study revealed that higher mean values were found in Chinese tourists than Japanese tourists in terms of the destination service attributes of immigration, transportation, accommodation, shopping, destination attractions, communication, travel expenditure, and overall destination satisfaction, while Japanese tourists were more satisfied with the service attribute of food than Chines tourists. In addition, significant causal relationships among the salient concepts were found in both Chinese tourists and Japanese tourists. These findings contribute to suggesting several theoretical and practical implications.