스키어들의 관광지 이미지와 재방문 의도와의 관계: 관여도의 조절 효과

초록

Understanding tourists’ destination selection process is an essential challenge to tourism researchers in developing an effective marketing strategy. Destination image has been considered to be one of the primary antecedents in predicting tourist’s consumption behavior. In addition, the Elaboration Likelihood Model (ELM) provides researchers with a theoretical background that consumers’ levels of involvement may moderate the relationship between the destination image and an outcome variable. To this end, the purpose of the study was to examine the moderating role of skiers’ involvement in the relationship between the destination image and revisit intention for a ski resort. Skiers (n = 392) who visited a ski resort in South Korea responded to the questionnaire including affective destination image, cognitive destination image, involvement in skiing, and revisit intention. A multiple group analysis using AMOS 6 was utilized to examine if a pattern of interrelationships between the affective destination image, cognitive destination image, and revisit intention varies with both high and low involvement groups. The results indicated that the impact of the affective destination image on revisit intention was significantly stronger for the low involvement group than the high involvement group. In contrast, the impact of the cognitive destination image on revisit intention was significantly greater for the high –than the low involvement group. Additional implications and directions for future research are discussed.

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