관광지 이미지가 방문객 만족도와 행동의도에 미치는 영향

The Effect of Tourist Attractions Images on Visitor's satisfaction and Behavioral Intention: Focusing on the visitors of Yeosu Destination

In this study, the author examined the effect of tourist attraction images on visitor's satisfaction and behavioral intention. The empirical findings can be summarized as follows: First, the factors composing the tourist attraction images appeared to be a psychological image factor and a functional image factor, Second, the hypothesis test shows that tourist attraction image significantly affects tourist satisfaction, revisit, and the intention of recommendation, Third, the psychological image factor appeared to be more significantly influential on tourist satisfaction, revisit, and the intention of recommendation than the functional image factor. Therefore, more efforts should be made for establishing clean environmental image, sanitary image, safety image, and the images of interesting historical sites and cultural resources rather than functional images such as road transportation facilities, accommodation, and shopping facilities.