북한관광속성이 만족도 및 충성도에 미치는 영향

The Effects of North-Korea Tourism Selection Attributes on the Tourist's Satisfaction and Loyalty: Focus on the Inter-Korean Cooperative Tourism Business

The purpose of this study is to examine how to improve Inter-Korean cooperative tourism business and to development its potential attractions effectively so that it can maximize utilization of north-korea tourism resources. More specifically, this study examined the structural relationship between the North-Korea tourism selection attributes, the tourist' satisfaction and loyalty on the basis of the revisiting and recommendation intention, and willingness to visit another tourist destination. Sample of survey comprises 369 tourist' groups, who visited Mt. Kumgang, covered by stratified convenience sampling method. It was statistically analyzed using SPSS and AMOS manual. The results of this study contain the follows: First, six factors as a representative type of North-Korea tourism selection attributes have been extracted. These findings indicate difference in tourist' satisfaction. Regarding the effects of selection attributes for North-Korea tourism on tourist' satisfaction, five factors have an considerable influence on the satisfaction. Second, tourist' satisfaction positively affects loyalty, which is comprised of the revisiting and recommendation intention, and willingness to visit another tourist destination, especially it has more significant effects upon the willingness to visit another tourist destination. It is considered that in order to activate North-Korea tourism, it is critically important to make positive effects of tourist' satisfaction in the aspect of attraction of resources and activities. It is expected for marketing strategy according to tourist' activities and their preference as aimed in this research to contribute to of north-korea tourism by virtue of the increasing demand for the North-Korea tourism through providing appropriate selection attributes to maximize tourist' satisfaction and loyalty.