가이드의 설명이 여행목적지 이미지에 미치는 영향에 관한 탐색적 연구

The purpose of this study is to explore the implications of the effects of among the guide’s explanations, tourism destination image, and destination satisfaction within Korea. To achieve this purpose, a survey instrument of structured questionnaires by self-description method, with consumers who have traveled within Korea during a period of three months, from August to October of 2018, with or without a tour guide explanation about the tourism destination. The respondents are living in Seoul Metropolitan City and are students of the Academy of Continuing Education from K university. The survey was conducted with 350 questionnaires distributed from December 1st to 31th in 2018, and used 283 (81%) valid samples in Frequency Analysis, Factors Analysis, Reliability Test, and Oneway ANOVA analysis utilizing SPSS V.25 program. The results of this study are as follows. At tourism destination, first, the guide’s explanation directly influenced the novelty factor of destination image (i.e., specialty, unique, breathtaking). Second, the guide’s explanation strongly influenced the attractiveness factor of destination image (i.e., interesting, entertainment, enjoyment). Third, the guide’s explanation is strongly related to the historic・culture factor of destination image (i.e., culture heritage, artistic value, traditional value, nature oriented value). Fourth, the guide’s explanation is directly related to satisfaction of destination image. Implications of this study provide theoretical and insightful contributions and also practical suggestions are discussed.