관광지 인지적 이미지가 전반적 이미지와 행동의도에 미치는 영향에 관한 연구 : 강원랜드를 중심으로

The objective of this study is to analyze an image of a destination from cognitive point-of-view and to investigate the relationship among cognitive image, overall image, intention to return, and intention to recommend. For the empirical analysis, we conducted a survey on a population that visited Kangwon Land from June 15, 2017 to June 31, 2017. A total of 410 questionnaires were collected and 404 of them were used in the frequency analysis, reliability analysis, confirmatory factor analysis, correlation analysis, and structural equation model. In conclusion, five findings were observed from the research hypothesis and are as follows. The cognitive image of Kangwon Land was found to be influenced by three factors; functional, psychological, and mixed. All three factors had significant influences on the overall image, physical and mixed factors on intention to return, and only physical factors on intention to recommend. Lastly, the overall image had a significant influence on intention to return and intention to recommend. This study is particularly meaningful in terms of; presenting the components of cognitive image as physical, psychological, and mix elements; and conducting an empirical analysis in a domestic study. In addition, based on these findings, further implications were made.