성서ᆞ신화 스토리텔링이 관광객의 지각된 가치와행동의도에 미치는 영향- 유럽을 방문하는 한국인 관광객을 대상으로 -A study on the effects of bible and myth's storytelling on Tourists' Perceived Value and Behavioral Intention - Targeting Korean Tourists who Visit Europe -
- Other Titles
- A study on the effects of bible and myth's storytelling on Tourists' Perceived Value and Behavioral Intention - Targeting Korean Tourists who Visit Europe -
- Authors
- 허지현; 김정준
- Issue Date
- Jun-2013
- Publisher
- 관광경영학회
- Keywords
- The Bible Storytelling; The Myth Storytelling; Perceived Value; Behavioral Intention
- Citation
- 관광경영연구, v.17, no.2, pp 385 - 405
- Pages
- 21
- Journal Title
- 관광경영연구
- Volume
- 17
- Number
- 2
- Start Page
- 385
- End Page
- 405
- URI
- https://scholarworks.sookmyung.ac.kr/handle/2020.sw.sookmyung/52162
- ISSN
- 2092-528X
- Abstract
- As the importance of destination's brand differentiation strategy is increasing, emotional and authentic storytelling in destination is becoming a growing source of competitive power and consider as an effective way to appeal to the tourists. The purpose of this study is to analyze the influence of bible and myth's storytelling on tourists' perceived value and behavioral intention. As its results first, all factors except understanding factor of bible and myth's storytelling had positively influenced on functional value, and all factors had positively influenced on emotional value. Second, functional value and emotional value had positively influenced on tourists' behavioral intention. Lastly, all factors of bible and myth's storytelling had positively influenced on tourists' behavioral intention. While this study contained similar results compared with previous studies of tourism storytelling, but this study provided substantial consequence that factors in bible and myth's storytelling positively influence on tourists' perceived value and behavioral intention.
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