공공미술 관광지 품질요인의 비대칭적 만족도 - 이화벽화마을 중국 관광객을 중심으로 - (An Asymmetrical Satisfaction of Tourist Destination Quality on Public Arts - Focusing on Chinese Tourists in Ehwa Mural Village -)

서지정보

· 발행기관 : 한국호텔리조트학회
· 수록지 정보 : 호텔리조트연구 / 19권 / 1호 / 147 ~ 167페이지
· 저자명 : 정수련

초록

The purpose of this study is to explore asymmetrical factors that influence on the satisfaction of tourists at a public art attraction. The factors can be categorized into three groups: asymmetrical basic, excitement factors, and symmetrical performance factors (Matzler and Sauerwein, 2002). For this study, a survey was conducted for Chinese tourists who visited Ewha Mural Village. Results show that the overall satisfaction level decreases sharply when the asymmetrical basic factors are not fulfilled. In contrast, the asymmetrical excitement factors are observed not to affect overall satisfaction at all when the quality factor is not met, while they have a positive influence on the overall satisfaction when the quality factor is satisfied. In general, the asymmetrical excitement factors can provide great satisfaction with a deep impression to tourists. In order to improve the competitiveness of Ewha mural village, the excitement factors have to be improved, which can result in revisit and loyalty of the place. This study can contribute to finding the countermeasure of tourism marketing strategy for improvement in quality factors by empirically analyzing the level of diminishing marginal utility.

영어초록

The purpose of this study is to explore asymmetrical factors that influence on the satisfaction of tourists at a public art attraction. The factors can be categorized into three groups: asymmetrical basic, excitement factors, and symmetrical performance factors (Matzler and Sauerwein, 2002). For this study, a survey was conducted for Chinese tourists who visited Ewha Mural Village. Results show that the overall satisfaction level decreases sharply when the asymmetrical basic factors are not fulfilled. In contrast, the asymmetrical excitement factors are observed not to affect overall satisfaction at all when the quality factor is not met, while they have a positive influence on the overall satisfaction when the quality factor is satisfied. In general, the asymmetrical excitement factors can provide great satisfaction with a deep impression to tourists. In order to improve the competitiveness of Ewha mural village, the excitement factors have to be improved, which can result in revisit and loyalty of the place. This study can contribute to finding the countermeasure of tourism marketing strategy for improvement in quality factors by empirically analyzing the level of diminishing marginal utility.

참고자료

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