 |
[윤유식, 이재희]도시관광 마케팅믹스 전략 인식이 관광만족도 및 충성도에 미치는 영향:외래관광객을 중심으로 |
 |
noname |
 |
18-08-28 23:02 |
 |
352 |
|
논문명 |
도시관광 마케팅믹스 전략 인식이 관광만족도 및 충성도에 미치는 영향:외래관광객을 중심으로
|
|
저자(참여인력명) |
|
|
게재지명 |
|
|
핵심어 |
Marketing mix, Urban tourism, Marketing strategy, 5P
|
|
초록 |
This study researched urban tourism marketing, which influences tourism satisfaction and loyalty. While many
cities perform urban tourism marketing, little research has been conducted. Based on the literature review, the
expanded marketing mix, which includes the 5 Ps, is essential to use in urban tourism marketing strategies. It is
important to understand which marketing strategies more affect tourists’ perception and attitude toward travel
satisfaction and loyalty. From the literature review, the measurement of each concept was developed and revised for
the survey. Target samples of this study were foreigners who had visited famous tourist attractions in Seoul in 2016.
EFA, CFA, and SEM were performed on 280 questionnaires. The results show that promotion and product factors
have an effect on both facilities and contents satisfaction. On top of that, both satisfactions influence loyalty.
Implications are detailed in the conclusion.
| 201611 |
2016 한국컨벤션학회 추계학술대회 |
군산 |
한국컨벤션학회 |
방한 외래 관광객 도시 관광콘텐츠 만족도 세분시장에 따른 관광성과 및 행동의도 차이연구 | |
|
|
HOME > 사업단 성과 > 논문게재실적
