원문정보
A study on the effects of bible and myth's storytelling on Tourists' Perceived Value and Behavioral Intention : Targeting Korean Tourists who Visit Europe
초록
영어
As the importance of destination's brand differentiation strategy is increasing, emotional and authentic storytelling in destination is becoming a growing source of competitive power and consider as an effective way to appeal to the tourists. The purpose of this study is to analyze the influence of bible and myth's storytelling on tourists' perceived value and behavioral intention. As its results first, all factors except understanding factor of bible and myth's storytelling had positively influenced on functional value, and all factors had positively influenced on emotional value. Second, functional value and emotional value had positively influenced on tourists' behavioral intention. Lastly, all factors of bible and myth's storytelling had positively influenced on tourists' behavioral intention. While this study contained similar results compared with previous studies of tourism storytelling, but this study provided substantial consequence that factors in bible and myth's storytelling positively influence on tourists' perceived value and behavioral intention.
목차
Ⅰ. 서론
Ⅱ. 이론적 배경
1. 유럽관광과 성서ㆍ신화 스토리텔링
2. 지각된 가치
3. 행동의도
Ⅲ. 연구 설계
1. 연구모형 및 가설설정
2. 변수의 조작적 정의 및 측정
3. 자료수집 및 분석방법
Ⅳ. 실증분석 결과
1. 조사대상자의 인구통계학적 특성
2. 측정도구의 타당성과 신뢰성검증
3. 가설의 검증
Ⅴ. 결론
참고문헌