테마파크 서비스품질이 관람객 만족과 추천의도를 매개로 관광활성화 연계효과에 미치는 영향: 통영 디피랑을 방문한 관람객을 중심으로

초록

As part of strategies to revitalize the local tourism industry, municipal governments are continuously expanding night-time theme parks utilizing outdoor digital media art. However, previous studies on theme park service quality have primarily focused on traditional amusement rides, leaving a relative scarcity of research on the service quality of outdoor digital theme parks that reflects the spatial and technological characteristics of these new tourism spaces. Moreover, prior research has largely confined performance outcomes to individual-level responses such as satisfaction and revisit intention, with limited verification of how these outcomes extend to regional tourism performance. This study aims to empirically investigate the impact of theme park service quality on tourism activation linkage effects, mediated by visitor satisfaction and recommendation intention, focusing on visitors to DPIRANG in Tongyeong. For the methodology, a survey was conducted targeting actual visitors to Tongyeong DPIRANG, and a total of 374 valid samples were used for empirical analysis. Exploratory factor analysis, confirmatory factor analysis, and structural equation modeling (SEM) were performed using SPSS 25 and AMOS 18. Serial multiple mediation effects were tested using bias-corrected 95% confidence intervals with 5,000 bootstrap resamples. The findings are as follows: First, among the six dimensions of service quality, environmental atmosphere, facility safety, content quality, human service, and experiential interaction had significant positive (+) effects on visitor satisfaction, whereas ease of use did not show a significant impact. Second, visitor satisfaction had a strong positive (+) effect on recommendation intention, which in turn had a strong positive (+) effect on tourism activation linkage effects. Third, the serial mediation analysis revealed that the five service quality dimensions, excluding ease of use, exerted significant indirect effects on tourism activation linkage effects through the sequential mediation of visitor satisfaction and recommendation intention; notably, the mediating effects of environmental atmosphere and facility safety were the most pronounced. These results indicate that the core driving forces behind the tourism activation of outdoor digital theme parks lie in the environmental atmosphere created by nighttime media art and safe facility operations. This study is significant in that it expands theoretical and practical discussions in the field of tourism by shifting away from traditional ride-centered research, empirically elucidating the service quality structure of outdoor digital theme parks, and verifying the pathway through which individual visitor experiences diffuse into regional tourism outcomes.

키워드