초록 열기/닫기 버튼
Temple Stay which started in earnest after 2002 World Cup in Korea is becoming a representative Korea cultural tourism products as a very special experience among foreign visitors. Although there has been much research importance and support on Temple-stay, there has been a lack of interest in the competitive factors of Temple-stay for foreigners such as facilities, operating staffs, promotion and reservation system, etc. Also, research has been focused on Temple-stay program participation motivation or satisfaction. Thus categorizing and expanding competitive factors among various contents to better understand Temple-stay competitiveness as a cultural tourism products and to establish an affective global marketing strategy as well. This study was to investigate the influence of competitive factors of Temple-stay on Korea cultural image and Korea tour behavior intention. The main study results and promotional implications of empirical analysis on 259 samples focused on foreign participants as follows; First, Temple-stay competitive factors(program, operating staffs, promotion and reservation system)has significant relation with Korea cultural image and Korea tour behavior intentions. Specifically, program has strongest relation with Korea cultural image. Second, operating staffs has direct effect on Korea tour behavior intentions, there's no significant effect on Korea cultural image though. Third, Korea cultural image influenced on behavior intention of Korea tour. Therefore this study suggests that 1)Korean government and operating temples(109 temples in 2012) have more interest in Temple-stay program and develop their marketing strategies using Korea cultural Image such as special experience in traditional temple/traditional food/old Korean life style/Korean cultural heritage, 2)Korean government and Cultural Corps of Korean Buddhism try to cultivate professional operating staffs by Temple-stay academy or license, 3)as a global marketing perspective, Korean government and Cultural Corps of Korean Buddhism(Temple Stay Center) attempt to manage using various search words like Korea tour, Korea culture, temple tour, etc. and expand language support.
