earticle

영어

This study has two major purposes: (1) to compare satisfaction of place image in Cheonggyecheon based on nationality (Koreans, Americans, Chinese and Japanese); (2) to examine the different factors affecting the overall satisfaction of Cheonggyecheon and behavioral intention by different national groups. Findings of this study are as follows. Firstly, for the eco-friendly, symbolic and cultural factors, Chinese and Americans were more satisfied compared to Koreans and Japanese. Chinese showed the greatest satisfaction in convenience, followed by Koreans and Japanese. In terms of resting factor, Americans and Chinese expressed more satisfaction than Koreans, and Japanese showed that they were least satisfied. For overall satisfaction of Cheonggyecheon,Americans were most satisfied, followed by Koreans and Japanese. Moreover, Koreans, Chinese and Americans had greater behavioral intention to Cheonggyecheon than Japanese. Secondly, the result of “Multiple Group Structural Analysis” showed that the cultural factors had the positive effect on the overall satisfaction of Cheonggyecheon for Koreans and Japanese, and the eco-friendly factor had the same effect for Chinese. For Japanese, the resting factor had influence on the behavioral intention. In case of Americans, eco-friendly,cultural and convenience factors had impacts on the overall satisfaction. It is also shown from the result that the overall satisfaction had positive effect on the behavioral intention for four different national groups.