방한 일본인의 여행상품에 대한 서비스품질이 여행자만족 및 애호도에 미치는 영향 -관광통역안내사 역할의 매개효과를 중심으로-

This research is conducted to examine if the service quality of a tourism product has a direct influence on the role of tourist guides,tourist satisfaction and loyalty and if the role of a tourist guide has a catalystic effect on tourist satisfaction and loyalty. The research results are the following. First, the service quality of a tourism product has a considerable effect on the role of tourist guides, tourist satisfaction and loyalty. Second, the role of a tourist guide is shown to have a considerable effect on tourist satisfaction and loyalty. Third,the study shows that the role of tourist guides has partial catalytic effects on the service quality of tourism product, tourist satisfaction and loyalty. The implications of this research are the following: First, Japanese tourists visiting Korea mostly in package tours are mainly around 30~50. Therefore, we need to plan diverse products fitting the age group to promote Korean tourist products as a marketing strategy. Secondly, it was shown that their visit to Korea was mostly their first or second time visit. This result shows that there are still many tourists who have never visited Korea before. Thus there is a need for governmental interest and investment in order to notify and leave an impression about Korea to the visitors. Thirdly, there is a need for detailed market analyzation on the Japanese tourists(both individual and groups) who visit Korea. It is important to have them visit because we are attractive, not because of the fact that we are so near by. Finally, the tourist guides' role has direct influence and catalytic effects on Japanese tourist satisfaction other than the service quality of tourism product in Korea. Therefore the government and tourism organizations need sustaining support to promote good tour products and to educate tourist guides for their better service to the tourists.