Effects of Tourist Destination Choice Attributes on Perceived Value and Tourism Satisfaction at Geochang Changpowon: Moderating Effect of Tourist Prior Knowledge

Abstract

The tourism industry policies of local governments have been linked to events in each region, but over time, tourists have come to a situation where they may not feel the differentiation or attractiveness of tourist destinations. Recently, local governments are investing in eco-friendly waterside ecological parks to revitalize the local economy. The purpose of this study is to investigate the influence relationship between tourist destination choice attributes(attractiveness, convenience, and experientiality), perceived value, and satisfaction, and to analyze the moderating effect of tourists’ prior knowledge at the tourist destination of a local waterside ecological. 462 questionnaires were used for the final analysis, and AMOS 21.0 was employed to analyze the measurement model and path model. As a result of the empirical analysis, first, the attractiveness, convenience, and experientiality of the tourist destination choice attributes have a positive effect on perceived value. Second, attractiveness, convenience, experientiality, and perceived value have a positive effect on satisfaction. Third, the moderating effect of tourists’ prior knowledge in the relationship between tourist destination choice attributes and perceived value is not significant at the of 0.05. Fourth, the moderating effect of tourists’ prior knowledge in the relationship between tourist destination choice attributes and satisfaction is partially significant at 0.05 and 0.01. It is shown that a tourist destination choice attribute-perceived value-tourism satisfaction model is possible. It can be seen that the role of tourist destination choice attributes is important in increasing tourism satisfaction and perceived value. However, the moderating effect of tourism prior knowledge is partially significant, showing that it is possible to play a certain role in improving tourism satisfaction and perceived value.