전남지역 관광객의 관광동기, 만족 및 재방문의도와의 관계 분석을 통한 관광활성화 방안에 관한 연구

A Study on Tourism Revitalization Plans through Analysis of Tourism Motivation, Satisfaction, and Revisit Factors of Tourists in Jeonnam Region

This study reviews literature and empirical studies related to tourism motivation, and verifies the validity of tourist satisfaction, which can affect tourism motivation and revisit intention in relation to tourist satisfaction, which is a very important performance indicator for tourist destination activation strategies. Theoretical and practical implications of the results are presented. First, it was confirmed that tourism motivation of tourists has a great influence on tourist satisfaction. In other words, tourism motivation was analyzed to have a statistically significant effect on forming positive tourist satisfaction. Three factors, “deviation and break factor”, “companion factor”, and “pride factor”, were positive (+) to tourist satisfaction. has been shown to affect However, it was found that “playfulness factor” and “self-actualization factor” did not have a significant effect on tourist satisfaction, so hypothesis 1 was partially accepted. Second, it was found that revisit intention was improved through tourist satisfaction. Finally, as a result of verifying the mediating effect of tourist satisfaction in the relationship between tourist motivation and revisit intention, which is the core of this paper, it was found to have a partial mediating effect. This mediating effect confirms that the satisfaction of tourists visiting tourist destinations has a bridging relationship between the tourists' tourism motivation and revisit intention. Thus, the importance of improving tourist satisfaction, which is to be studied in this paper, has been proven.