부산대학교 도서관

This study investigated the relationships among attributes of resorts, experience pleasure of resort visitors, their memory on the positive experiences, overall satisfactions and loyalty to the resorts. A self-administered questionnaire was distributed to a sample of visitors of three resorts(High 1, YongPyong, WelliHilli Park) in Gangwon Province during July 21~August 31, 2018. 553 questionnaires were submitted to final data analyses. Descriptive statistics analysis, exploratory and confirmatory factor analyses, and structural equation modeling were performed with SPSS 25.0 and AMOS 25.0. Major findings were: first, such sub-dimensions of resort attributes as price, attractiveness, variety, and cleanliness had significant influences on visitor’s experience pleasure, Visitors’ memory on positive experience was significantly influenced by price, attractiveness, and variety. Second, visitor’s experience pleasure had a significant influence on visitors’ memory on positive experience. Third, both visitor’s experience pleasure and visitors’ memory on positive experience had a significant influence on visitors’ overall satisfaction. The influential power of the latter was greater than that of the former. Fourth, visitors’ loyalty to resort was significantly influenced by visitor’s experience pleasure, memory on positive experience, and overall satisfaction. The magnitude of the influence was the greatest in visitors’ memory on positive experience, followed by overall satisfaction and experience pleasure. We discussed of theoretical and practical implications along with future research directions.