관광지 스토리텔링이 관광객 만족 및 행동의도에 미치는 영향

A study on effect of storytelling of tourist attraction on tourist satisfaction and behavioral intentions: sense of place as a moderated effect

The purpose of this study is to verify the effects of storytelling of Daejeon Ppuri Park as a tourist attraction based on a mediated effect of the sense of the place on tourist satisfaction and behavioral intentions and to provide basic materials for reasonable decision-making and management direction. The study examines the storytelling of the park for tourists by focusing on the experiences of tourists and the effects of the storytelling on satisfaction and behavioral intentions based and the tourists sense of the place at the park. Data collected from 248 visitors to Daejeon Ppuri Park were used. Through the verification of the hypothesis in this study, factors such as attraction and educational attribute, unique attribute and emotional attribute showed a high effect on satisfaction in the relationship between storytelling of Daejeon Ppuri Park as a tourist attraction and satisfaction. In addition, the factors such as attraction, educational attribute, unique attribute, and easy understanding attribute had great effects on behavioral intentions in the relationship between the storytelling of the tourist attraction and behavioral intentions as well. Finally, it is shown that emotional and symbolic recognition, experience, and activity recognition, which are subsets of mediated variables in the sense of the place, act as mediated roles in the relationship among storytelling of the tourist attraction, satisfaction and behavioral intentions.