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2018 Vol.36, Issue 2 Preview Page
April 2018. pp. 86-97
Abstract
City tour service has a function not only informs tourists of historical and cultural resources in the city but also contributes to improving city image making. In this study, a questionnaire was surveyed to tourists who used Suwon city tour to find out which factors make affect their intention to re-visit or recommendation to others. Structural equation model was constructed and set a hypothesis that overall city tour satisfaction would have a positive effect. The fitness of the final model was found out to be meet the statistical criteria. As a result of the final model, both satisfaction of guide and satisfaction of city tour operation were significant at 5% significance level (P<0.01). On the other hand, both satisfaction of bus facility and of promotion, customer service were statistically insignificant. Consequently, City tour service satisfaction was found to effect to the intention of re-visit and recommendation. Especially, The higher the satisfaction of guide and city tour operation, the more tendency to recommend. It is expected that local government which operates city tour bus could take advantage of this result in the future.


시티투어는 도시의 다양한 역사 ‧ 문화와 같은 관광자원을 외부 관광객에게 짧은 시간에 알리고, 도시의 이미지 제고에 크게 영향을 미칠 뿐만 아니라 도시 홍보에도 크나큰 기여를 하고 있다. 본 연구에서는 수원시를 방문하는 관광객이 수원시를 재방문하거나 주변지인에게 추천하는데 가장 영향을 미치는 요인이 무엇인지 이용객을 대상으로 설문조사를 진행 하였다. 시티투어 서비스 만족도는 재이용의사에 정(+)의 영향을 미칠 것이라는 연구가설을 설정하고 구조방정식 모델을 구축하여 검정하였다. 최종모형의 적합도는 통계적 기준에 만족하는 것으로 나타났으며, 분석결과 가이드만족도는 0.555로 유의한 것으로 나타났고(p<0.01), 시티투어 운영만족도는 0.203로 5% 유의수준에서 유의한 것으로 나타났다. 하지만 버스시설만족도 0.118, 홍보 및 친절만족도 0.178로 정(+)의 값으로 나타났지만 시티투어 재이용의사와는 통계적으로 유의하지 않는 것으로 나타났다. 또한, 시티투어 서비스 만족도는 재이용의사 및 추천에 영향을 미치는 것으로 나타났으며, 가이드만족도가 높을수록, 시티투어 운영만족도가 높을수록 시티투어 재이용의사 및 이용 추천의사가 높은 것으로 도출되었다. 연구의 결과는 향후 각 지자체가 운영하고 있는 시티투어 활성화 정책에 유용하게 활용이 될 것으로 기대된다.


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