여행가이드의 매력성이 여행목적지 만족과 선택관광에 미치는 영향

The aim of this research is to explore the effects of tour guide’s attractiveness at a tourism destination on the travel consumer’s destination satisfaction and option choice in package tours within Korean society. To achieve the purpose, this study used a survey instrument of structured questionnaires by self-description method, with travel consumers who traveled to Turkey from January 10th, 2019 to January 18th, 2019 for nine days and eight nights with a group package tour. The tour package consisted of seven main tour destinations with nine optional choices. The travel consumers were asked the survey questions while waiting for the flight time, in front of the departure gate of the Istanbul International Airport in Turkey. A total of eighty questionnaires were conducted and 70 (87%) valid samples were used in frequency analysis, factor analysis, reliability analysis, correlations analysis, regression analysis, and Oneway ANOVA analysis utilizing SPSS V.25 program. The results of this study are as follows: in regards to tourism destination (1) the tour guide’s attractiveness (i.e., charming face, sex appealing, handsome, fascinating) directly influenced customers destination satisfaction, and (2) tour guide’s attractiveness (i.e., charming face, sex appealing, handsome, fascinating) directly influenced option choice in package tour. Implications of this study provide theoretical and insightful contributions and also practical suggestions are discussed.