Journal of Tourism Sciences 2023 KCI Impact Factor : 2.7
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pISSN : 1226-0533 / eISSN : 2713-6388
- https://journal.kci.go.kr/JTS
KJCKorea
Journal Central
Structural Relationships among Image of the Package Design, Perceived Value, Satisfaction, and Loyalty of Agricultural Specialty Products for Tourists
- Journal of Tourism Sciences
- Abbr : JTS
- 2013, 37(7), pp.103-127
- Publisher : The Tourism Sciences Society Of Korea
- Research Area : Social Science > Tourism
Kim, Kyung Hee 1, Park Duk Byeong 1
1농촌진흥청 국립농업과학원
Accredited
ABSTRACT
The study of the tourism product image have gained an important role to attract consumers’ desires. With the increase of tourists' expenditure of agricultural and local specialty products, consumer satisfaction and loyalty became the factor of competitiveness. The study aims to examine the structural relationships among image of the package design, perceived value, satisfaction, and loyalty of local specialty products for tourists. Data were collected from 446 rural tourists by field survey who had purchased local specialty products. SPSS 20.0 and LISREL 8.80 statistical packages were used to analyze the confirmatory factor analysis and path analysis. Results showed that clean and friendly image factors had a positive effect on perceived value. Perceived value had a positive effect on satisfaction and loyalty. It means that clean and friendly image of the package design is the important factor to enhance consumer satisfaction and loyalty. In order to increase the value on local specialty products marketing, marketers should pay more attention to image elements.
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