Herzberg의 동기-위생요인이 무슬림들의 한국 관광태도, 관광만족 및 재방문의도에 미치는 영향: 국가이미지의 조절효과와 함께

This study analyzed the relationships among Herzberg et al.(1959)' motivation-hygiene factors, Muslims' tourism attitude, tourism satisfaction, and revisit intention, and analyzed the moderating effects of national image. Samples of this study were conducted through online surveys from May 28 to June 18, 2020, and were collected for Muslims in Indonesia and Malaysia. A total of 262 surveys were used in the final analysis, excluding insincere responses. Frequency analysis, reliability analysis using SPSS, confirmatory factor analysis, structural equation model analysis, and multi-group analysis using AMOS were performed. The results show that motivation factors had a positive effect on tourism attitude, however, hygiene factors had a negative effect on tourism attitude. It was analyzed that tourism attitude had a significant effect on tourism satisfaction and revisit intention, respectively, and tourism satisfaction had a significant effect on revisit intention. The moderating effect of national image was also confirmed in the relationship between motivation factors and tourism attitude. It has been shown that motivation factors further enhance tourism attitude, with the group that positively evaluates the image of South Korea. This study has limitations in generalizing the results in the fact that the survey was not conducted directly at the tourist attractions and that only Muslims in Malaysia and Indonesia were analyzed. Finally, this study is very meaningful in that it provided various academic and practical implications for Muslims by attempting empirical research on Korean tourism.