문화유산관광지의 고유성 및 보존의 지지도에 대한 관광객 반응: 서산 해미읍성을 대상으로

Authenticity and Support are very meaningful key words for research of cultural heritage tourism. Therefore, studying authenticity and support of cultural heritage sites is essential for managing tourist experience. This study examined effect relationships among authenticity, satisfaction, trust, attitude, revisit/recommendation intention, and support toward preservation at a cultural heritage tourism destination. To this end an onsite survey was conducted for tourists visiting Seosan Haemieupseong. A total of 401 responses were obtained from the survey and used for analyses(frequency analysis, reliability analysis, confirmatory factor analysis, structural equation modeling). After testing and verifying nine hypotheses, the results showed that all research hypotheses were accepted. Concretely, objective authenticity appeared to be positively related on existential authenticity, and objective authenticity and existential authenticity had a positive effect on satisfaction. Also, satisfaction seemed to have statistically significant influence on trust and attitude as well as revisit/recommendation intention. Meanwhile, trust appeared to be positively related on attitude which in turn, influenced revisit/recommendation intention. Finally, revisit/recommendation intention was positively influenced by support toward preservation. Taken together, the results indicated that it is very important to expand objective authenticity and existential authenticity for strengthening positive support of tourists toward preservation of cultural heritage tourism destination. Academic and practical implications based on major findings were presented in the conclusion section.