생태관광지역의 이미지가 행동의도에 미치는 영향

The purpose of this research is to identify image of Yongneup swamp located in Inje as a tourism site which is at the initial stage of tourism development and carry out empirical analysis on mutual effect on image of Inje and behavioral intention of visitors to find out specific factors. For this analysis, quota samples were selected by region, age, and gender among panels living around the country for online survey. Total 1,256 valid samples were analyzed. To find out influence relationship between regional image and tourism destination image, logistic regression analysis was implemented. According to the result of analysis, influence factors for image were categorized into two which are environment and convenience and tourism destination image had four factors of reliability, attractiveness, educational, and novelty. Secondly, in terms of relationship between image and intention to visit, it was found out that environmental and novelty images were the main factors affecting visiting intention. This analysis result has proposed a new development direction of having effective and comprehensive implementation by selecting common factors of regional image and brand image of the tourism destination. So far, these two have been developed individually. However, it is still difficult to generalize this result to Yongneup swamp in Inje and therefore, various types of following researches are necessary.