earticle

영어

This study conducted an actual analysis targeting visitors of Lotte World to verify what visitors’ selection is, how such selection affects visitors’ perception of Lotte World Theme Park, and whether a general satisfaction of visiting Lotte World has a positive effect on revisit and recommendation intention. According to this study, selected attributes of Lotte World were divided into 7 kinds of factors such as kindness(F1), accessibility(F2), a psychological factor(F3), cleanliness(F4), price(F5), service management(F6), and space layout(F7). 3 kinds of hypothesis were set to verify research model. Hypothesis 1: Selection of theme park will exert a beneficent influence on a general satisfaction. Hypothesis 2: The more visiting theme park is satisfactory, the higher the positive influence on revisit intention is. Hypothesis 3: The more visiting theme park is satisfactory, the higher the positive influence on intention of recommendation is. As a verification result of hypothesis 1, all factors except for accessibility(F2) and service management(F6) among factors to visit Lotte World such as kindness(F1), accessibility(F2), a psychological factor(F3), cleanliness(F4), price(F5), service management(F6), and space layout(F7) affect tourist satisfaction meaningfully, and as a verification result of hypothesis 2 and 3, visitors’ high satisfaction has a positive effect on revisit and recommendation intention as mentioned in a pilot study. Therefore, as an above verification result, this study desires to suggest strategies as follows. First, measures for peak season and slow season are necessary to increase visitors’ satisfaction and to minimize their dissatisfaction. Second, special events to administer the queue and measures to minimize boredom should be prepared preferentially on visiting theme park for holidays and weekend. Third, promotional strategies are necessary continuously with marketing to strengthen the strength of Lotte World.

한국어

본 연구는 롯데월드를 방문하는 방문객의 선택속성이 무엇이며 이러한 선택속성은 롯데월드 테마파크 방문만족에 어떠한 영향을 주며, 롯데월드 방문의 전반적인 만족 도는 재방문의도와 추천의도에 정(+)의 영향을 주는지를 검증하기 위해 롯데월드 방 문객을 대상으로 실증분석을 실시하였다. 본 연구에서 밝혀진 롯데월드 선택속성은 크게 7가지 요인( F1 : 친절성, F2 : 접 근성, F3 : 심리적요인, F4 : 청결성, F5 : 가격, F6 : 서비스관리, F7 : 공간배치) 으로 분류하였다. 연구 모형 검증을 위하여 3가지 가설을 설정하였다. 가설 1의 검증결과 롯데월드 방문요인(F1 : 친절성, F2 : 접근성, F3 : 심리적요 인, F4 : 청결성, F5 : 가격, F6 : 서비스관리, F7 : 공간배치)중 F2 : 접근성과 F6 : 서비스관리를 제외한 모든 요인들은 관광객 만족에 유의한 영향을 주는 것으로 나타났으며, 가설 2와 가설 3의 검증결과 선행연구에서 밝힌 것처럼 롯데월드 방문 객의 만족도가 높으면 재방문과 추천의도에 긍정적인 영향을 줌으로써 연구모형이 검증되었다.