다크투어리즘 목적지 방문객의 제약요인과 방문동기가 브랜드자산 및 행동의도에 관한 연구 : 한・중 기념관의 비교

This new trend is drawing attention to the dark tourist attractions due to the possibility that it might transubstantiate the spaces worth grave consideration into a cheap group sight spot and that it could allow undistorted understanding of brutalities committed on the spots, the present study attempted to find the possibility of dark tourism as a new source of tourism by conducting the following analysis on the worshipers in Memorial of Korea and China. To examine the impact of the motivation and constraints of visitors to dark tourism on the brand equity, the study tested the causal relation of the three. Furthermore, it studied the impact of the motivation, constraints and the brand equity of the visitors to visit a dark tourist sight on their behavioral intention. Last, this study examined the differences of motivation and brand equity between Chinese and Koreans who visited the Memorial, which a Chinese and Korean dark tourism destination. The survey was conducted for about 2 months from November 13, 2015 to December 30, 2015. Among the 700 distributed questionnaires, 650 copies were collected and 609 copies were used for the actual analysis. Analysis with SPSS 22.0 and Structural Equation Modeling with AMOS 22.0 were conducted to test the hypotheses. The hypotheses of consist of eight parts, Hypothesis 1, 3, 4, and 6 were all adopted. In Hypothesis 2, educational motivation and friendship factors were partially dismissed. Hypothesis 5 suggests that the constraint factors are not related to brand equity. Hypothesis 7, variance analysis of people from different countries was conducted, we revealed a significant differences between the components of visit motivation(education, friendship, historic recognition and place attraction),and figure of Chinese tourists is higher than Koreans.