관광명소 방문객의 경험적 가치가 관광지 애착 및 행동의도에 미치는 영향: 영남권 관광명소 방문객을 중심으로

The Effect of Experiential Value on Tourist Attachment and Behavioral Intention of Tourist Attractions: Focusing on Visitors to Tourist Attractions in the Yeongnam Region

This study was conducted on 290 people who visited 41 tourist attractions in the Gyeongsang region among the top 100 Korean tours. An empirical analysis was conducted on the effect of the empirical value of tourist attractions on tourist attachment and behavioral intentions. Experiential value was measured in four factors: playability, aesthetics, service excellence, and utility. As a result of the analysis, all four factors had a positive (+) significant effect on the attachment to tourist attractions. Only playfulness and utility had a significant effect on behavioral intentions Aesthetics and service excellence were not significant. In the analysis of mediating effects, attachment to tourist attractions has the effect of playability and effectiveness on behavioral intentions It was found to partially mediate the effect. Service excellence did not have a direct effect on behavioral intention, nor did it have a mediating effect. This result shows that the experiential value of tourist attractions is through attachment to tourist attractions It shows that it promotes tourists' behavioral intentions. Therefore, in the management and marketing strategy of tourist attractions, the playfulness and aesthetic elements and effectiveness of the tourist attraction have been identified It is important to strengthen. Local governments and tourism institutions will expand experience programs and promote pleasure-oriented storytelling marketing, Through the development of souvenirs and participatory events, tourists can visit tourist attractions You should make it possible to feel as part of your memory and identity.