문화콘텐츠관광 선택속성과 관광이미지, 관광선호도와의 영향관계 분석

Structural Relationship Analysis of Cultural Contents induced Tourism Selection Attributes, Tourist Images and Preferences: Focused on the TV Drama Location Gyeongju

Cultural contents business is rising as a core industry for the new era. The interest in cultural contents industry has greatly grown along with comprehensive and systematic research on the phenomenon and concepts of cultural contents induced tourism. The purpose of this study is to search for ways to promote cultural contents induced tourism through an analysis on its selection attributes, images and preferences, and to present a direction for improving cultural contents induced tourism support policies in the future. More specifically, this study examined the structural relationship between the cultural contents induced tourism selection attributes, cognitive and affective images and preferences. The results of this study contain the follows: First, each five factors as a representative type of cultural contents induced tourism selection attributes, cognitive and affective images have been extracted. It is considered that in oder to activate cultural contents induced tourism, it is very greatly important to improve tourism competitiveness. Secondly, regarding the effects of selection attributes for cognitive and affective images, and preferences, it has positive effects upon cognitive image and preferences. Regarding the effects of images for preferences, the cognitive image positively affects affective image, and the affective image has positive effects on preferences. It is expected for marketing strategy according to tourist's activities and their preferences as aimed in this research to contribute to activation of cultural contents induced tourism.