earticle

영어

This study identified the relationship between tourism destination familiarity and destination image. In this context, this study aimed to explore the concept of destination familiarity in a multidimensional manner, examining the interrelations among its various components. In addition, the purpose of this study was to provide practical implications to DMOs, including local destination managers and marketers, by identifying whether the image of a tourism destination can be formed through destination familiarity. To this end, the relationship between each factor was identified by dividing the familiarity of tourism destinations into five factors: informational familiarity, self-described familiarity, self-assured familiarity, expected familiarity, and proximate familiarity. In addition, the influence relationship between expected familiarity and proximate familiarity on the image of tourism destinations was confirmed. To this end, the relationship between each factor was identified by dividing the familiarity of tourism destinations into five factors: informational familiarity, self-described familiarity, self-assured familiarity, expected familiarity, and proximate familiarity. In addition, the influence relationship between expected familiarity and proximate familiarity on the image of tourism destinations was confirmed. As a result of empirical analysis, it was found that informational familiarity had a positive effect on self-described familiarity and proximate familiarity, and self-described familiarity had a positive effect on self-assured familiarity and proximate familiarity. In addition, it was found that self-described familiarity, self-assured familiarity, and expected familiarity all affect proximate familiarity. Additionally, it was confirmed that expected familiarity and proximate familiarity are factors that improve the image of destinations.

한국어

본 연구는 관광지 친숙도와 관광지 이미지 간 관계를 규명하고자, 대부분 단일차원으로 연구되던 관광지 친숙성을 다차원적 접근을 통해 관광지 이미지의 형성에 영향을 미치는지 확인하였다. 이를 통해 관광지 마 케터 등 DMO에게 마케팅 관리적 측면의 시사점을 제공하는 것이 연구의 목적이다. 이를 위해 관광지 친숙 성을 정보적 친숙성, 자기평가적 친숙성, 자기확신적 친숙성, 기대적 친숙성, 정서적 친숙성의 5개 하위개념 으로 구분하여 각 친숙성 간 관계를 파악하였다. 또한 다차원으로 형성된 관광지 친숙성이 관광지 이미지에 영향을 미치는지 확인하였다. 실증분석 결과 정보적 친숙성은 자기평가적 친숙성과 기대적 친숙성에 긍정적 인 영향을 미치는 것으로 나타났으며, 자기평가적 친숙성은 자기확신적 친숙성과 기대적 친숙성에 긍정적인 영향을 미치는 것으로 나타났다. 또한 자기평가적 친숙성과 자기확신적 친숙성, 기대적 친숙성 모두 정서적 친숙성에 영향을 미치는 것으로 확인되었다. 결과적으로 관광지 친숙성의 하위 구성요인 간 관계가 확인되 었다. 더불어 기대적 친숙성과 정서적 친숙성은 관광지 이미지를 향상시키는 요인임이 확인되었다.