관광경험의 회상을 통한 관광지 태도 형성과정에서 관광기념품의 역할

Abstract

The purpose of research was to test the role of souvenirs on the attitude formation of tourism destination by recollecting on-site tourism experience. In detail, the first was to identify the role of the souvenirs in recollecting the on-site tourism experiences. Second was to test the role of the recollection of tourism experiences in the formation of tourism destination attitude. Based on the episodic trace model and attitude accessibility model, four hypotheses were developed to test the influence of souvenirs on the recollection of tourism experiences and on the formation of tourism destination attitude. Data for the study were collected by a self-administered questionnaire survey. The results of t-test showed that there is no difference on the recollection(degree and direction) of tourism experiences between the groups who bought the souvenirs and did not. However, some attributes, such as authenticity and utility, of the souvenirs had significant influences on the recollection. A series of regression analyses also showed that there were significant relationships between recollection and attitude of tourism destination. One of the important theoretical implications of the study was to identify the role of souvenirs on the formation of destination attitude and extended the scope of souvenir study from the purchase stage to consumption stage.