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Focused on Chinese tourists’ Ski Tourism in Korea

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초록·키워드 목차

This study examines the ski experience perceived by tourists on their satisfaction and further explores the relationships between experience, destination image, satisfaction and behavior intention. A conceptual model consisting of three hypotheses was empirically tested using survey data from 500 Chinese tourists skiing at ski resorts of Korea. This study was conducted on-site in the travel stage. The target population was Chinese tourists at ski resorts in Korea. To collect a more representative sample of ski tourists, researchers conducted a face-to-face questionnaire survey at the ski resort, from January 1, 2017 to February 15, 2017. Using structural equation modeling (SEM) technique, the results reveal the direct and positive effects of the experience and destination image on satisfaction.
According to the results of the study, to increase the Chinese tourists’ satisfaction, their experience, especially entertainment experience is one of important factors to engage in. The findings are summarized as follows. First, experience has a positive influence on satisfaction including both satisfaction of ski and satisfaction of Korea. Second, destination Image has a positive influence on satisfaction including satisfaction of Korea as well as satisfaction of ski. Third, satisfaction of ski has a positive influence on behavior intention for ski and satisfaction of Korea has a positive influence on behavior intention for Korea. The study summarizes the findings and offers some interesting implications for practitioners and researchers. #ki Experience(스키체험) #Destination Image(관광지 이미지) #Satisfaction(만족도) #Behavior Intention(행동의도) #Chinese Ski tourism(중국인 스키관광)

Abstract
Ⅰ. Introduction
Ⅱ. Literature Review
Ⅲ. Research Design and Hypothesis
Ⅳ. Results
Ⅴ. Conclusions
References

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