전통문화 랜드마크 인지속성 및 이미지가 관광만족도, 행동의도에 미치는 영향: 청와대를 중심으로

This study attempts to verify the influence of traditional cultural landmark of the Cheong Wa Dae cognitive attributes and images on tourism satisfaction and behavioral intention. In order to proceed with the study, an empirical analysis was conducted by establishing a hypothesis based on previous studies. In addition, to verify the research model and hypothesis, a sample of tourists with tourism experience was set up at the Cheong Wa Dae tourist destinations and a survey was conducted using Google Docs, and a total of 318 valid samples were collected and used for the analysis. The result of hypothesis tests were as follows. First, it was confirmed that the cognitive attributes of the Cheong Wa Dae landmark, historicity, formability, and Ssymbolism, have a statistically significant relationship with the cognitive image. Second, it was found that historicity and aesthetics, which are landmark cognitive attributes, had a positive effect on emotional images (aesthetics, visuality, and comfort). Third, it was verified that cognitive and emotional images had a significant effect on satisfaction, and it was found that satisfaction had a positive effect on revisit intention and recommendation intention. Finally, the implications of this study are a differentiated new study that analyzes the influence of traditional landmark cognitive attributes on image, satisfaction, and behavioral intention, which were not covered in the tourism field, and will be valuable and meaningful study as a prior study of traditional landmarks and Cheong Wa Dae tourism.