초록 열기/닫기 버튼
This study aims to what type of mediating role perceived service quality plays in tourism motive and revisit intention of tourists on Taekwondo tour to enhance their revisit intention for providing basic information on marketing strategy. This study was conducted with Taekwondo tourists that visited Taekwondowon during the six months of Aug. 17, 2015 - Feb. 5, 2016. Upon explaining its purpose and significance by a researcher and an assistant researcher, survey questionnaires were distributed and instructed the participants to respond to questions through self-administrated method. As for sampling method, convenience sampling was used to distribute in total of 300 copies. The number of copies used in the final analysis is 269 after excluding insufficient responses. The result showed that first, tour content, a subfactor of tourism service quality, was found to have partial mediating effects in the relation between the tourism motive factors of pursuit of health, diversion, activity/appeal, fraternization/socialization and revisit intention. Second, tourist attraction management factor was found to have full mediating effects between pursuit of health, activity/appeal factors and revisit intention, and partial mediating effects in the relation between diversion factor and revisit intention. Third, guidance/convenience facility factor was found to have partial mediating effects in the relation between diversion factor and revisit intention, but did not show any mediating effects in the relation between other independent variables and revisit intention.
키워드열기/닫기 버튼
Taekwondo Tourists, Tourism Motive, Tourism Service Quality, Revisit Intentions
