The Korean Journal of Community Living Science (한국지역사회생활과학회지)

The Korean Society of Community Living Science (한국지역사회생활과학회)
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Structural Relationships between Ecotourism Village Visitors' Motivation, Value, Satisfaction, and Loyalty

생태체험마을 방문객의 방문 동기, 지각된 가치, 만족, 충성도의 구조관계 분석

  • Kim, Kyung-Hee (National Academy of Agricultural Science, Rural Development Administration) ;
  • Lee, Sun-Min (National Academy of Agricultural Science, Rural Development Administration)
  • 김경희 (농촌진흥청 국립농업과학원) ;
  • 이선민 (농촌진흥청 국립농업과학원)
  • Received : 2015.01.19
  • Accepted : 2015.02.23
  • Published : 2015.02.27
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Abstract

This study examines the structural relationships between ecotourism village visitors' motivation, value, satisfaction, and loyalty. A self-administered survey was conducted based on 254 visitors to six ecotourism villages. According to the confirmatory factor analysis, there were four underlying dimensions of motivation (relaxation, adventure, nature experience, and learning) and on underlying dimension of value (tourism). According to structural equation modeling, relaxation had a positive effect on economic value, and relaxation and learning had positive effects of functional value. Relaxation had a positive effect on social value. Economic, emotional, and social value had positive effects on ecotourism village visitors' satisfaction, and economic value had the greatest effect on satisfaction. Satisfaction had a positive effect on destination loyalty. The results imply that economic, emotional, and social value played important mediating roles in the relationship between motivation and satisfaction.

Keywords

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