관광경험과 관광만족, 스토리텔링, 재방문의도의 구조적 관계: 경주를 중심으로

This study focuses on the experiences of tourists who visited Gyeongju, a historical and cultural tourist destination, in order to respond to changes in the Gyeongju tourism paradigm and secure sustainability. Tourism experience and tourism satisfaction were applied to identify the antecedents that affect tourists' storytelling and revisit intention for the Gyeongju tourism experience. The survey subjects were selected as adult male and female Koreans over the age of 20 who had visited Gyeongju within the last 3 years for tourism or travel purposes, and a valid sample of 288 people was used. As a result of the verification, among the sub-factors of the tourism experience, the positive influences of enjoyment, refreshment, involvement, and local culture on tourism satisfaction were confirmed. Among the sub-factors, it was confirmed that involvement had the most impact on tourism satisfaction, followed by refreshment, enjoyment, and local culture. Tourism satisfaction was found to have a significant effect on storytelling and revisit intention. On the other hand, learning had a negative effect on tourism satisfaction, and it was confirmed that refreshment and novelty had no significant effect. These findings contributes to tourism research in that it identifies important antecedents that increase tourists' storytelling and revisit intention in the Gyeongju tourism situation. In addition, this sutdy makes a practical contribution by presenting useful implications for responding to the changing tourism paradigm and establishing strategies for sustainable historical and cultural tourism.