한국인 관광객의 문화유산 관광동기, 관광지 이미지, 만족도 및 행동의도 간 관계 연구: 베트남 후에(Hue)를 중심으로

초록

Abstract: This study analyzed the relationships among travel motivation, destination image, satisfaction, and behavioral intention of Korean tourists visiting cultural heritage sites in Hue (Huế), Vietnam in order to provide practical implications for Hue city's tourism development and marketing strategies. Empirical analysis through survey data revealed that travel motivation consisted of three factors—escape from daily life, sociability, and cultural experience—while destination image comprised two factors—attractions and environment. Travel motivation had a positive effect on destination image; however, the escape factor did not significantly influence the environmental image, leading to partial support for Hypothesis 1. Both travel motivation (Hypothesis 2) and destination image (Hypothesis 3) positively affected satisfaction, with attractions (β=.550) exerting a stronger impact than environment (β=.262). Satisfaction was confirmed as the strongest predictor of behavioral intention (β=.663; Hypothesis 4). Based on these findings, Hue, as a UNESCO World Heritage city, should prioritize preserving the authenticity of its historical and cultural assets while continuously improving food services and facility quality. Additionally, segmentation strategies are needed, such as culture-experience programs, for first-time visitors and family-friendly, sociable packages are needed for repeat visitors. This study offers foundational data for understanding Korean tourists’ overseas cultural heritage behavior and promoting sustainable development of cultural tourism destinations.

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