관광목적지에 대한 지각된 가치가 관광경험만족과 재방문의도에 미치는 영향 : 관광객의 출신 국가와 동반자 형태를 중심으로

Paradigms in tourism are changing and an increasing number of tourists tend to pay attention to the experience of tourism. With this trend, this study investigated the relationships between foreign tourists’ perceived functional value, perceived social value, and perceived emotional value of the destination and tourists experience satisfaction. Also, this study tried to show the effect of the tourists’ experience satisfaction on revisit intention. For this study, the survey was executed with foreign tourists who visited Seoul, South Korea. After studying preceding research, PLS Multi Group Analysis(PLS-MGA) was used to demonstrate the moderating effect of tourists’ regional type and travel party. In order to test the moderating effect, the following five research models were built: (1) Full model; (2) Model for Asian tourists group; (3) Model for Non-Asian tourists group; (4) Model for Alone tourists group; and, (5) Model for Not-Alone tourists group. The analysis results showed that regional type has a moderating effect on the relationship between perceived functional value and tourist experience satisfaction and travel party has a moderating effect on the relationship between tourist experience satisfaction and revisit intention. Theoretical and practical implications can be derived based on these findings.