The Effect of Visitation Value of Coastal and Marine Tourism Destinations on Visitor’ Satisfaction and Revisit Intention : The Moderating Effect of Alternative Attractiveness

Kim Bo Kyeong; Wiijoo Yhang

doi:10.17086/JTS.2018.42.7.121.137

The purpose of this study was to investigate the effect of visitation value on visitor satisfaction and to examine the moderating effect of alternative attractiveness between satisfaction and revisit intention. To achieve this purpose, two beaches that are representative of Busan’s coastal and marine tourism attractions were selected, and a survey was conducted to visitors at the destinations. As a result, three dimensions of visitation value (perceived quality, perceived cost, and perceived convenience) were found to have an effect on satisfaction. In particular, perceived quality and perceived cost had positive effects on the satisfaction at marine and coastal tourism destinations, respectively. However, perceived convenience had a negative effect and was not significant. In other words, the more visitors perceived the satisfaction of the visitation value of a marine tourism destination, the more they visited the existing tourist destination even if the alternative attractiveness was high. The findings of this study indicate that visitors can be satisfied with the visitation value itself by positively perceiving the perceived quality, cost, and convenience when they visit the marine tourism destination in Busan. Also, it can be said that sufficiently satisfied visitors are likely to have a constant revisit intention. Therefore, the result of this research indicates a strategic guideline for the development of coastal and marine tourism destinations from a practical point of view.

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