관광지 마케팅믹스와 관광이미지가 재방문의도에 미치는 영향

This study analyzed the influence of a marketing mix factor in tourist spots relative to the cognitive and affective image and conducted a positive analysis in order to propose effective marketing strategies for the Jeju tourist attraction. As a result of a factor analysis, a marketing mix for tourist spots was withdrawn containing 6 factors and the cognitive image and the affective image containing 3 and 4 factors, respectively. As a result of a regression analysis, a marketing mix factor in tourist spots partly affected both the cognitive and affective images. Based on the above results, Jeju-do should be freed from a negative image, rebuild a new image, and attract existing visitors who would become regular visitors in order to establish sustainable tourism. Also, it would be necessary for Jeju-do to attempt to transition to a world-class tourist attraction by preserving naturally-gifted environments, improving a related system for the reinforcement of competitiveness in the tourism industry, developing tourism resources and products systematically, posting balanced growth of in-and-out-bounds, promoting domestic tourism, enhancing the tourist service, reducing tourism costs, and promoting advertising and public relations.