관광동기와 관여도에 따른 관광목적지 매력성 연구

A Study on Tourism Destination Attractiveness of Tourists' Motivation and Level of Involvement

This study aimed at exploring the relationships of tourist's motivation and involvement on a destination's attractiveness by examining the five hypotheses derived from the related literature review. The results showed that tourist's motivation had a positive influence on the level of involvement and the attractiveness of tourist destination, whereas physical motivation was found to have a negative influence on tour conditions. The level of involvement had a positive relationship with the attractiveness of tourism destination and tourist's motivation, however, the level of importance was found to have a negative influence on tour conditions. The attractiveness of tourism destination was found to have a positive influence on satisfaction and intention to revisit while the satisfaction had a positive impact on intention to revisit. One limitation of this study to be addressed was that the study did not target the more specific and segmented markets. Second, this study sampled both domestic and overseas tourists for the purpose of convenience of sampling and market analysis. Therefore, in the future research further efforts should be made to develop more systematic framework by sampling specific targets at a specific destination for generalization of findings.