문화유산관광지의 이미지 특성과 문화유산보존 태도, 만족도 및 고유성 지각간의 구조적 관계: 중국 평요고성 방문객 관광객을 대상으로

This study aims to analyze the impact of cultural heritage site image characteristics on visitor satisfaction, perception of uniqueness, and attitudes towards cultural heritage preservation. With the increasing popularity of cultural heritage tourism, understanding the effect of site image on tourist perception and behavior has become increasingly important. The image of a cultural heritage reflects the historical and artistic values of the region, directly influencing visitor satisfaction and their attitude towards preservation. This research was conducted with visitors to Beijing's Pingyao Ancient City, chosen for its historical value and cultural significance. The study explores how the characteristics of this region affect visitor experiences. Survey methods and multivariate statistical techniques were utilized to analyze the interaction between cultural heritage image characteristics and tourist responses. The necessity of this research lies in its contribution to developing strategies for effectively preserving and promoting cultural heritage. By understanding the impact of site image on visitor satisfaction and preservation attitudes, site managers and policymakers can formulate clearer marketing and management strategies. These research results provide important information for the sustainable management and development of cultural heritage, enhancing the understanding of theoretical and practical applications related to site image.