생태-문화 관광 서비스의 체험, 브랜드 관계, 충성도간의 구조적 관계

Abstract

Eco-cultural tour service is not only experiential but prone to developing relationship between tourists and the touring destination because the tourists patronizing such service not only experience the tour destination’s attractions but pay close attention to the cultural heritage as well as environmental conservation. This study has three objectives; First, based on Schmitt’s(1999) Structural Experiential Modules(SEMs), the study seeks to confirm whether eco-cultural tour service influences the tourist’s loyalty such as repatronage intention and word of mouth. Second, drawing from a premise that this tour service boosts brand image of the destination, which strengthens brand relationship and loyalty, this study investigated whether brand relationship mediates between tourist’s experiences and their loyalty. Third, this study aims to find out whether there is a difference between eco-cultural tourists and ordinary tourists in terms of service experiences, brand relationship, and customer loyalty. The result indicates that only Act and Relate experiences significantly affected loyalty and that Sense and Think experiences affects loyalty through interactive brand relationship which acted as a mediator. Also, the eco-cultural tourists rated Think experience higher than did ordinary tourist. Finally, ordinary tourists, unlike eco-cultural tourists, showed their experiences significantly affecting consumer-brand experiences only, but not loyalty.