초록 열기/닫기 버튼
The objective of this study is to assess the relationship amo ng environment cues, travel agent's role, image, and satisfaction of overseas destination. The results of hypothesis testing suggested that most of environment cues affected destination image and overall satisfa ction; destination image affected overall satisfaction. The moderate effect of travel agent's role was not significant but the indirect effect of destination image was. Therefore the results of this study support the proposed c onceptual framework on the whole. Destination image has a positive effect on behavioral variables as well as evaluation variable. An improve ment in the overall image of a place held by an individual will enhance his or her intention to revisit and to recommend it in the future. Since d estination image is an immediate antecedent of satisfaction, its measurement and improvement are a crucial aspect for those in charge of a touri st destination.
키워드열기/닫기 버튼
Environment cues, travel agent' role, destination image, satisfaction
