섬여행의 관광동기, 지각된 가치, 만족 간의 구조적 관계

This study conducted an empirical analysis on the influence relationship between tourism motivation, perceived values and satisfaction for tourists with experience in island travel. Tourism motivations were divided into Push and Pull factors by referring to Dann and Crompton's theory, and perceived values were divided into emotional and economic values. The results of the study were as follows. First, Push and Pull factors were found to have a significant impact on emotional values, and intrinsic tourist motivations such as relaxation, new experiences, and social gathering had a greater impact on emotional values than on attractions such as scenery, experiences, and approaches. Second, both Push and Pull factors were shown to have a significant impact on economic value, and external motivation factors had a greater impact on economic value than intrinsic motivation. Third, it has been shown that emotional values, perceived values, and their impact on economic values and satisfaction, have a significant impact on satisfaction, but economic values do not significantly affect satisfaction. Furthermore, we have identified the mediating effect of perceived values and found that driving factors and attractors affect satisfaction by mediating emotional values, especially when mediating emotional values, but positively affect satisfaction. Economic value has not significantly affected satisfaction and therefore has been identified as having no intermediary effect. Although this study is meaningful in that it provided a specialized marketing perspective for island travel using tourism motivations and perceived value variables, it failed to segment the Push and Pull factors of tourism motivation and failed to reveal what influences perceived value and satisfaction. Therefore, in subsequent studies, we believe that closely examining motivational factors and conducting empirical studies by segmenting them will have greater implications for academic and practical perspectives.