어촌관광 체험요인이 관광지 이미지에 미치는 영향: 남해군 어촌체험마을 관광객을 중심으로

초록

This study aims to empirically examine the effects of fishing village tourism experience factors on destination image, perceived value, and loyalty, focusing on visitors to fishing village experience villages in Namhae-gun. Based on the theoretical framework of the experience economy (Pine and Gilmore 1999), tourism experiences were categorized into three dimensions: aesthetic, educational, and escapist. A comprehensive model was established to analyze the structural relationships among these experiences, destination image, perceived value, and loyalty. Data were collected through field surveys conducted from July to August 2024, and 212 valid responses were analyzed using factor analysis, reliability testing, and regression analysis. The results showed that aesthetic, educational, and escapist experiences had significant positive effects on destination image, while aesthetic and escapist experiences also significantly influenced perceived value. Furthermore, destination image positively affected both perceived value and loyalty, and perceived value also positively influenced loyalty. The entertainment experience factor was excluded from the final analysis due to insufficient reliability, as it consisted of only a single item. This study has theoretical implications by clearly identifying the influence of tourism experience factors on visitors’ perceptions and behavioral intentions in the context of fishing village tourism. The findings also provide practical suggestions, indicating that enhancing the quality and differentiation of experiential content can increase tourist loyalty and contribute to the sustainable development of rural tourism destinations.

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