Journal of Korean Society for Quality Management (품질경영학회지)

Korean Society for Quality Management (한국품질경영학회)
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A Study on the Relationship between Service Quality (HISTOQAUL) and Experience Flow, Tourism Satisfaction and Loyalty in Cultural Heritage Tourism

문화유산 관광에서 서비스품질(HISTOQAUL)과 체험 몰입·관광 만족·충성도 간의 관계에 관한 연구

  • Ji, Dae-Wook (Department of Business Administration, Soong-sil University) ;
  • Park, Jong-Woo (Department of Business Administration, Soong-sil University)
  • 지대욱 (숭실대학교 대학원 경영학과) ;
  • 박종우 (숭실대학교 경영대학 경영학과)
  • Received : 2018.07.30
  • Accepted : 2018.08.20
  • Published : 2018.09.30
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Abstract

Purpose: The purpose of this study is to present the success of cultural tourism service as visitor loyalty to service and to present the cultural attribute evaluation attribute (HISTOQUAL), experiential flow and tourism satisfaction as determinants effecting loyalty through literature review. Based on this, this study aims to suggest academic and practical implications for revitalizing cultural tourism services and enhancing competitiveness. Methods: This study collects data from visitors to cultural heritage tourist sites and analyzes them empirically. This study conducted a small preliminary sample survey to improve the reliability and validity of the measurement tool, and revised and supplemented the measurement tool on the basis of it. The data collected in this study were analyzed using SPSS 22.0 and the hypothesis was verified through the analysis. Results: The results of this study are as follows; First, the service quality of cultural heritage tourism has a positive effect on the experience flow. Second, the service quality of cultural heritage tourism partially effects tourism satisfaction. Third, it was shown that the experience flow of tourists have a positive effect on tourism satisfaction. Fourth, the experience flow of tourists and tourism satisfaction have a positive effect on loyalty to tourist destination. Conclusion: According to this study, it is the meaning of this study that the cultural tourism service is understood as a attractive factor and based on this, the strategic direction for the activation of cultural tourism service is suggested.

Keywords

References

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