관광객이 지각하는 진정성타입에 따른 경험요소와 행동의도의 차이: 역사문화관광지 북촌을 중심으로

Authenticity and tourism experience can be important factors influencing the behavioral intention of tourists visiting cultural heritage sites. Given the importance of authenticity and tourism experience, this study examines the influence of tourism experience on behavioral intention such as the revisit intention and intention to recommend by the tourists with different modes of authenticity. The mode of authenticity was distinguished by the self-identification of tourists that they were asked to identify what types of authenticity they seek when traveling amongst objectivism, constructivism, and postmodernism. An on-site survey was conducted targeting 230 tourists who visited Bukchon Hanok Village from September to October 2018, and a total of 224 samples were used for empirical analysis. The findings of this study showed that there were significant differences in tourism experience by the types of authenticity. Furthermore, the finding confirmed that the effect of experience factors on revisit and recommendation intention was different for each au- thenticity type of tourist. The results of this study suggest that the authenticity type of tourists plays an important role in determining the behavioral intention toward cultural tourist destinations. This study suggests theoretical implications to the field of tourism study and practical implications to relevant industry.