Tourist Satisfaction, Image, and Loyalty from an Interregional Perspective: An Analysis of Neighboring Areas with Distinct Characteristics

摘要

A comparison is made among the three areas of the Korean Capital Region to investigate the effects of their different tourism resources on attribute satisfaction and the relationships that attribute satisfaction has with overall satisfaction, country image, and tourist loyalty. Three partial least squares structural equation models find that costs, lodging, and communication are consistently unimportant, but the most important variable differs by area. In Seoul (an international shopping center), shopping is paramount; food is most important in Incheon (where its local cuisines have been well publicized); and satisfaction with tourism administration services is highly valued in Gyeonggi (which lacks facilities for foreign tourists). At the construct level, overall happiness exerts a stronger direct effect on image than on loyalty, but if its indirect effect is considered, the total effect on loyalty surpasses that on image. This is particularly true in Gyeonggi, where tourism resources are less exploited.