목적지관광에서 가이드의 설명이 여행 소비자만족에 미치는 영향에 관한 탐색적 연구

The purpose of this study is to explore the effects of guides’ explanations at tourism destinations on the travel consumer’s satisfaction within Korean society. To achieve this purpose, this study used a survey instrument of structured questionnaires by self-description method, from September to November of 2018, conducted with consumers who have traveled within Korea or abraod, at least one or more times in the past three months with or without a tour guide. The respondents are living in Chungbuk Cheongju City and are students from the Academy of Continuing Education of C university. The survey was conducted with 450 questionnaires distributed from December 1st to 31th in 2018, and used 380 (86%) valid samples in frequency analysis and one variable mean difference analysis utilizing SPSS V.25 program. The results of this study are as follows. At tourism destination, the travel consumer’s put forth less effort (like a physical, psychological, mental, time factor, spatial factor) when he/she has a tour guide’s explanation compared to when he/she does not have a tour guide’s explanation. In addition, at the tourism destination, the travel consumer’s get more satisfaction when he/she has a tour guide’s explanation than when he/she does not have a tour guide’s explanation. Implications of this study provide theoretical and insightful contributions and also practical suggestions are discussed.