e-Article
캠핑 참여자의 서비스스케이프, 장소 이미지, 행동의도 간의 구조적 관계 : 장소 이미지의 매개효과 및 동반자 유형의 조절효과 / The Structural Relationship among Servicescape, Place Image, Behavior Intention of Camping Participants : Mediating Effect of Place Image and Moderating Effect of Travel Party Type
Document Type
Dissertation/ Thesis
Author
Source
Subject
Language
Korean
Abstract
본 연구는 캠핑 참여자를 대상으로 서비스스케이프, 장소 이미지, 행동의도 및 동반자 유형의 구조적 관계를 살펴보기 위하여 가설을 설정하고 연구를 모형화하여 실증분석을 통해 검증하였다. 가설검증을 위하여 선행연구를 고찰하고 설문지를 작성하였다. 판단표본추출법을 사용하여 경기 지역의 캠핑 참여자 중 1년 이내 방문한 참여자를 대상으로 연구를 진행하였다. 총 800부의 설문지를 배포하여 회수한 751부 중 유효표본 741부를 연구에 활용하였다. 수집된 자료는 통계프로그램 SPSS 23.0과 AMOS 23.0을 사용하여 분석하였다. 대상자의 일반적 특성을 파악하기 위해 빈도분석을 시행하고 각 측정항목 간의 내적 일관성 평가, 측정 도구의 신뢰성 및 타당성 확보를 위하여 신뢰도 분석, 확인적 요인분석, 상관관계 분석을 시행하였다. 가설의 경우에는 구조방정식 모형을 통해 검증하였다. 가설검증 결과는 다음과 같다. 첫째, 서비스스케이프는 장소 이미지에 유의한 정(+)의 영향을 미쳤다. 둘째, 서비스스케이프는 행동의도에 유의한 정(+)의 영향을 미쳤다. 셋째, 장소 이미지는 행동의도에 유의한 정(+)의 영향을 미쳤다. 넷째, 서비스스케이프와 행동의도간의 관계에서 장소 이미지는 통계적으로 유의한 부분매개효과가 검정되었다. 다섯째, 서비스스케이프의 구성요인 중 회복적 서비스스케이프와 장소 이미지간의 관계에서 동반자 유형에 따라 통계적으로 유의한 차이가 있는 것으로 확인되었다. 여섯째, 장소 이미지와 행동의도간의 관계에서 동반자 유형에 따라 통계적으로 유의한 차이가 있는 것으로 확인되었다. 이러한 실증분석을 통하여 캠핑 참여자의 서비스스케이프, 장소 이미지, 행동의도, 동반자 유형간의 영향관계를 검증하였다. 또한 학문적 및 실무적 시사점과 향후 연구 방향을 제시하였다. 캠핑 참여자의 서비스스케이프, 장소 이미지, 행동의도간의 관계를 통해 캠핑장을 지속적으로 방문할 수 있는 방안을 마련하고자 하였다.
The purpose of this study is to identify the structural relationship among servicescape, place image, behavior intention, and travel party type for camping participants.To verify hypotheses, questionnaires were drawn up based on the previous research. The research was conducted on camping participants who were visited Gyeonggi-do campsite within one year by using the judgment samping method. A total of 800 questionnaires were sent out and collected 751. However, 741 were used for the study as the valid sample. The collected data was analyzed by using a statistical package program SPSS 23.0 and AMOS 23.0. Frequency analysis was conducted to identify respondents’ general characteristics. Reliability analysis, confirmatory factor analysis, and correlation analysis were performed to evaluate the internal consistency between the measurement items and to secure the reliability, validity of the measurement tool. Verification of the hypotheses of the study was analyzed through the structure equation modeling. The hypothesis test results are as follows. First, servicescape had significant positive(+) effects on the place image. Second, servicescape had significant positive(+) effects on the behavior intention. Third, place image had significant positive(+) effects on the behavior intention. Fourth, relationship between servicescape and behavioral intention, the statistically significant partial mediation effect of the place image was confirmed. Fifth, it was confirmed that there was a statistically significant difference according to the type of travel party in the relationship between the restorative servicescape and the image of the place. Sixth, it was confirmed that there was a statistically significant difference according to the type of travel party in the relationship between the place image and the behavior intention. Through this empirical analysis, the impact relationship among the camping participants' servicescape, place image, behavioral intention, and travel party type was verified. In addition, academic implications, practical implications, future research directions were presented. Through the relationship among the camping participants' servicescape, place image, and the behavior intention, we tried to come up with a plan to continuously visit the campsite.
The purpose of this study is to identify the structural relationship among servicescape, place image, behavior intention, and travel party type for camping participants.To verify hypotheses, questionnaires were drawn up based on the previous research. The research was conducted on camping participants who were visited Gyeonggi-do campsite within one year by using the judgment samping method. A total of 800 questionnaires were sent out and collected 751. However, 741 were used for the study as the valid sample. The collected data was analyzed by using a statistical package program SPSS 23.0 and AMOS 23.0. Frequency analysis was conducted to identify respondents’ general characteristics. Reliability analysis, confirmatory factor analysis, and correlation analysis were performed to evaluate the internal consistency between the measurement items and to secure the reliability, validity of the measurement tool. Verification of the hypotheses of the study was analyzed through the structure equation modeling. The hypothesis test results are as follows. First, servicescape had significant positive(+) effects on the place image. Second, servicescape had significant positive(+) effects on the behavior intention. Third, place image had significant positive(+) effects on the behavior intention. Fourth, relationship between servicescape and behavioral intention, the statistically significant partial mediation effect of the place image was confirmed. Fifth, it was confirmed that there was a statistically significant difference according to the type of travel party in the relationship between the restorative servicescape and the image of the place. Sixth, it was confirmed that there was a statistically significant difference according to the type of travel party in the relationship between the place image and the behavior intention. Through this empirical analysis, the impact relationship among the camping participants' servicescape, place image, behavioral intention, and travel party type was verified. In addition, academic implications, practical implications, future research directions were presented. Through the relationship among the camping participants' servicescape, place image, and the behavior intention, we tried to come up with a plan to continuously visit the campsite.