사람들은 왜 독도를 가고, 무엇에 만족하고, 다시 찾는가?

Abstract

As diplomatic conflict caused by Japan’s claim for sovereignty, Dokdo has received higher interest than ever, resulting in increase in number of visitors, tourism activation, and investment. Despite the fact that Dokdo has excellent value as tourist attractions, most of research on Dokdo has been focused on political and military sides. Thus. research on tourism for Dokdo , such as tourist’s motivation and destination image for visiting Dokdo, is quite meaningful. This study examined the relationship among motivation, destination image, satisfaction, and loyalty of Dokdo tourists. Both onsite and Internet surveys were conducted for tourists who visited in Dokdo. Survey questionnaires were gathered in total, but only 200 were used in analysis. The analysis tool SPSS 18.0 and AMOS 18.0 statistical package was used. The results can be summarized as followings. First, the motivation of Dokdo tourists was composed with three factors, which are symbolization, nature-seeking, and relaxation. Nature-seeking explained the motivation most strongly among them. Destination image was composed with two factors, which are convenience and comfort. Second, symbolization and nature-seeking, excluding relaxation, all positively influenced destination image. Third, destination image positively affected satisfaction, and satisfaction positively affected loyalty.