관광목적지 가이드 서비스품질이 고객만족과 옵션선택에 미치는 영향

The purpose of this study is to investigate the impact of the travel guide’s explanations on tourist satisfaction and recommendation intention in the travel destination experience, and to suggest implications related to Korean domestic tourism. This study used two factors (eg, tourist satisfaction and recommendation intention). Structured questionnaires were conducted with Korean tourists who experienced domestic tourism within the last three months from September 01, 2018 to November 30, 2018. A total of 330 copies were distributed to tourists and were given an explanation of the purpose of the questionnaire, and used convenience sampling method. A total of 287 (87%) valid samples were used for the final analysis. The analysis was conducted using SPSS 25 and the hypotheses were tested using frequency analysis, factor analysis, reliability analysis, one–way ANOVA, and regression analysis. The results of the analysis are as follows. First, compared to when there was no tour guide explanation, the effect on the tourist (eg, tourist satisfaction and recommendation intention) was found to be significantly positive when there was a guide’s explanation in the travel destination experience. Second, tourist satisfaction in the travel destination experience had a significantly positive influence on recommendation intention. Based on the results of the study, the importance of the tour guide’s explanations in the travel destination experience can be confirmed. Implications of this study provide practical suggestions, and limitations of the study and directions for future research are discussed.