Determinants of Users' Satisfaction and Behavioral Intention in Jirisan Trail of Korea
2011
Lee, H.R., Korea Forest Research Institute, Seoul, Republic of Korea | Kim, J.J., Korea Forest Research Institute, Seoul, Republic of Korea | Cho, E.K., Kyungpook National University, Daegu, Republic of Korea | Kang, M.J., Korea Forest Research Institute, Seoul, Republic of Korea | Han, S.Y., Kyungpook National University, Daegu, Republic of Korea
This study was aimed to identify determinants of users' satisfaction and behavioral intention in Jirisan trail of Korea and provide effective trail building and management strategy. The result of survey by 645 trail users showed that four dimensions were derived from 14 satisfaction items, which were experiential resources, cost resources, information, amenities. Of these dimensions, experiential resources along trails including natural environment, the level of trail development, trail condition, cultural and tourist resources, kindness of residents had the greatest effect on overall satisfaction and behavioral intention, which included revisit intention, recommendation intention and continuance intention. According to analysis by detailed variables, natural environment, road signs, kindness of residents and related information significantly affected overall satisfaction and behavioral intention.
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