여행지 인게이지먼트의 영향요인에 대한 연구: 동기이론을 근거로

Recently, one of the interesting research topics in the field of marketing and tourism researchinclude customer engagement. Especially, in the field of tourism, the concept of customer engagementcan be applied more appropriately, which provides the unique and memorable travel experience whichis more important to travelers as a means to secure competitive advantage in the travel industry.However, the study of tourist engagement has some issues such as the clear definitionand explicit classification of various travel engagements that travelers can experience are still limited.In particular, studies on the effects of external environmental factors of tourism that can facilitatetraveler’s engagement through psychological responses of travelers are not sufficient. Therefore, in this study, we first suggest positive engagements presented by tourists intravel destinations, and based on motivation theory, environmental factors that can induce motivationsare presented to understand how engagement can occur. The purpose of this study is to classifythe factors and to identify the discriminatory effects of contexture factors on travelers' relaxationand socialization motivations. In addition, this study examines how these motivations influencetravelers' enduring tour involvement. Lastly, the direct effects of various motivations and the indirecteffects through enduring tour involvement were also investigated. For this purpose, this study conducteda questionnaire survey on the students in the universities and graduate schools (including professionalgraduate schools) in Seoul and verified the relationship between the hypotheses presented.The results of this study show how different types of motives affect travel destinationengagement through the psychological processes of tourists. Therefore, managers in travel industryshould consider that tourist's socialization, relaxation motivation, as well as enduring travel involvementare important factors to enhance tourist destination engagement. As presented in this study, relaxationmotivation can be understood as a form of pull motivation, while socialization motivation can beviewed as a form of push motivation. From the managerial perspective, it will be easier to stimulatepush motivation than to stimulate traveler's pull motivation. As each traveler has unique needs anddesires because it is practically impossible for managers to understand them. Therefore, managersshould first attract travelers through strategies that can stimulate pull motivations, and then in-depthobservation of tourists will categorize each traveler's unique push motivation into similar clustersto provide unique marketing strategies for them. This will be a sequence of proper destinationmanagement.