중국호텔에서 지각한 불편요소를 통한 향후 재방문의도 전략 도출에 대한 연구: 여행만족도와 재방문의도간의 도시이미지의 조절효과

As countries around the world are gradually opening up, international travel is gradually reviving. This study aims to find out the inconveniences when Koreans stay at hotels during their trips to China, and to verify the effect on tourism satisfaction and revisit intention. Meanwhile, it will verify the moderating effect of Qingdao’s city image between tourism satisfaction and revisit intention. For the empirical investigation, Korean travelers who have visited hotels in Qingdao were chosen. A total of 300 questionnaires were distributed online through Google, and 225 were used as samples, excluding incomplete answers. For the analysis, a factor analysis was performed for each variable through the SPSS 22 statistical package, and a reliability analysis and correlation analysis were performed. In addition, a simple regression analysis and a multiple regression analysis were performed to verify the effect of the multiple regression analysis to understand the causal relationship between the factors. First, according to the results of factor analysis, four inferior factors were derived: dietary inconvenience, service inconvenience, cleaning inconvenience, and travel information inconvenience. Second, it was found that the dietary inconvenience and service inconvenience factors had negative effect on tourism satisfaction and revisit intention, but the travel information inconvenience factor had a positive effect on revisit intention. Third, it was verified that the lower the travel satisfaction, the lower the intention to revisit. Lastly, it was verified that the better the city image, the less the influence of travel satisfaction on revisit intention. Based on these results, strategic implications were derived for the development of Chinese hotel industry and the promotion of city image.