초록 열기/닫기 버튼
This research studies the multi-facets of Myanmar pagoda in destination image, their relationships with attitudes, satisfaction and revisit intention of visitors. A survey was conducted to the 183 visitors who visited three major pagoda destinations such as Yangon, Bagan, and Innlay in Myanmar. The empirical results can be summarized as follows. First, Myanmar Pagoda destination image comprises two dimensions such as cognitive and emotional images. The cognitive image was drawn out of four factors such as infrastructure advantages, unique tourism resources, rich tourism resources, and travel value. The emotional image was drawn out of two factors such as bucolic emotion and comfort. Second, the image of Myanmar Pagoda tourist destination impacts on destination attitude in infrastructure advantages, unique tourism resources, rich tourism resources, and travel value, and comfort of emotional image. However, factor of the bucolic emotion has not impacted on the tourist destination attitude. Third, the impact of tourist destination attitudes significantly affect satisfaction and revisit intention of visitors. Fourth, visitors' satisfaction has a significant influence on revisiting intention of visitors. The destination images are intended to have a positive influence to destination attitude, satisfaction, revisit intention of visitors for the sustainability of the visitors' influx.
키워드열기/닫기 버튼
Tourist Destination Image, Tourist Destination Attitude, Satisfaction, Revisit Intention, Myanmar Pagoda
