싃ꆡ폎ꆡ톧ꆡ뾯ꆡTOURISMTRIBUNE뗚22뻭ꆡ2007쓪뗚4웚ꆡ퓂뾯ꆡ싃폎쒿뗄뗘탎쿳뗄뷡릹뮯폫ꆡꆡ럇뷡릹뮯뇈뷏퇐뺿ꆡꆡꆪꆪꆪ틔퇴쮷싃폎탎쿳닢솿럖컶캪샽퇮폀뗂,냗샶쏷,쯕ꆡ헱(맣컷듳톧짌톧풺싃폎맜샭쾵,맣컷쓏쓾530004)[햪ꆡ튪]좱랦뫏샭닢솿랽쪽,떥뒿틀뾿컄싶럖컶쫇훆풼컒맺났쳘쓉폫죰웦(Echtner&Ritchie,1993)뗈컷랽톧헟싃폎쒿뗄뗘탎쿳닢솿퇐뺿폫쪵볹뗄ퟮ듳욿뺱횮튻ꆣ헫뛔헢뗄퇐뺿돉맻,듓뷡릹램폫럇뷡릹램솽룶뷇뛈뛔퇴쮷튻쿖쪵,놾컄뷨본났쳘쓉폫죰웦뗈컷랽톧헟뗄퇐뺿돉맻,뛔뗄폎뿍룐횪탎쿳뷸탐닢솿,틔웚춨맽뇈뷏퇐뺿첽톰뷡릹램폫럇뷡릹램뷸탐ퟛ뫏뇈뷏,듓뛸쳡돶뚨탔폫뚨솿닢솿싃폎헟쒿뗄뗘탎쿳룐횪뗄쾵춳랽램폫늽훨ꆣ뚨탔뫍뚨솿죏쪶싃폎쒿뗄뗘탎쿳뗄폐킧춾뺶ꆣ1ꆡ싃폎쒿뗄뗘탎쿳닢솿[맘볼듊]싃폎쒿뗄뗘탎쿳(TDI);닢솿;뷡릹램;럇뷡릹램;퇴쮷111ꆡ싃폎쒿뗄뗘탎쿳릹돉났쳘쓉폫죰웦(1993)쳡돶횧돖죎뫎돟뛈쒿뗄뗘[훐춼럖샠뫅]F59[컄쿗뇪쪶싫]A탎쿳뗄룅쓮뿲볜[3],벴쫴탔ꆪꆪꆪ헻쳥솴ꆢ릦쓜ꆪꆪꆪ탄[컄헂뇠뫅]1002-5006(2007)04-0053-05샭솴ꆢ릲춬탔ꆪꆪꆪ캨튻탔솴3룶솬탸솴,횸쏷쇋탎쿳뗄쓚퓚캬뛈ꆣ싃폎쒿뗄뗘탎쿳닢솿횸뛔릫훚(잱퓚뫍쿖쪵싃듋췢,탭뛠톧헟죏캪탎쿳평쿻럑헟샭탔폫쟩룐폎헟)뛔쒿뗄뗘쿖ힴꆢ쳘헷뗈뗄훷맛뾴램뫍첬뛈쟣뗄뇭듯탎돉,늢쟒럖캪뷴쏜솪쾵뗄솽룶릹돉늿쿲쯹뾪햹뗄솿뮯퇐뺿뫍뗷닩[1]ꆣ쯼쫇뾪햹탎쿳짨볆럖[425]:(1)죏횪Π횪뻵움볛(PerceptualΠCognitive폫췆맣잰뇘뺭뗄늽훨[2],뛔쒿뗄뗘뻟폐뻙ퟣ쟡훘뗄Evaluation),벴룶쳥뛔뿍맛뛔쿳만폐뗄횪쪶뫍맛뗣;틢틥ꆣ(2)쟩룐죏뿉(AffectiveAppraisal),횸룶쳥뛔뿍맛뛔컷랽쒿뗄뗘탎쿳닢솿퇐뺿쪼폚20쫀볍70쓪쿳뗄룐쫜ꆣ솽헟횮볤뗄믹놾쟸뇰춨맽쪹폃훮죧횸쪾듺,춨맽뛠톧뿆붻닦퇐뺿,틑뷏캪돉쫬,닢솿쓚죝맣뗄Π틾믞뗄몬틢ꆢ횸쪾탔뗄Π움볛탔뗄몬틢벰췢퇓뗄Π랺,랽램폫벼쫵럡뢻ꆣ뛸맺쓚쿠맘퇐뺿동폚컷랽뷼쓚몭뗄몬틢뗄럖샠뗃틔첽쏷ꆣ쒿잰,톧쫵뷧튻훂죏30쓪,짐뒦폚돵벶뷗뛎,좱랦닢솿폎뿍룐횪뗄틢쪶,캪죏횪릹돉쫇쟩룐탎쿳뗄믹뒡,쟩룐랴펦풴폚뛔뿍뫜쓑냚췑떥뒿컄싶럖컶뗄쒣쪽,뚨솿믲뷨본컷랽돉쳥뗄죏횪ꆣ뷸뛸,죏횪Π횪뻵폫쟩룐돉럖뗄뷡뫏닺짺릦뺭퇩뗄쪵횤닢솿럯쎫뷇ꆣ틲듋,놾컄쾵춳ퟛ뫏튻룶ퟜ쳥믲뢴뫏탎쿳(OverallImage),벴뛔닺욷믲욷없헽쏦믲뢺쏦뗄움볛[6]ꆣ112ꆡ싃폎쒿뗄뗘탎쿳닢솿랽램[쫕룥죕웚]2006-12-03싃폎쒿뗄뗘탎쿳닢솿랽램ퟜ쳥짏냼삨뷡릹램[ퟷ헟볲뷩]퇮폀뗂(1956-),쓐,뫾쓏폀훝죋,맣컷듳톧짌톧(StructuredApproach)폫럇뷡릹램(Unstructured풺싃폎맜샭쾵훷죎,쮶쪿짺떼쪦,늩쪿,뢱뷌쫚,퇐뺿랽쿲캪Approach)ꆣꆰ뷡릹램ꆱ뗄믹놾쮼슷쫇톡좡튻쾵쇐움짺첬싃폎ꆢ싃폎풴뾪랢폫맦뮮,E2mail:yyd5608@;냗샶쏷(1980-),얮,쏉맅ퟥ,쓚쏉맅컷컚훩쓂쟟웬죋볛쫴탔,퓋폃뇪ힼ릤뻟믱좡뚨솿움볛늢춨맽쫽샭춳,맣컷듳톧볆뗃떽튻뗘뗄탎쿳솿뮯쫽뻝[1],훷튪폃폚틲맻탔퇐2004벶싃폎맜샭튵쮶쪿퇐뺿짺;쯕헱(1981-),쓐,맣컷맰쇖죋,맣컷듳톧2004벶싃폎맜샭튵쮶쪿퇐뺿짺ꆣ뺿ꆢ뷢쫍탔퇐뺿뫍풤닢탔퇐뺿[7],웤럖컶랽램냼삨틲ퟓ럖컶ꆢ뛠캬뇪뛈Π룐횪뗘춼ꆢ뻛샠럖컶ꆢ뛠풪믘맩Πꆡ53
ꆡ뗚22뻭ꆡ2007쓪뗚4웚ꆡ퓂뾯ꆡ싃ꆡ폎ꆡ톧ꆡ뾯ꆡTOURISMTRIBUNE슷뺶쒣탍ꆢ뛔쫽쿟탔쒣탍ꆢ뷡뫏럖컶ꆢ랽닮럖컶ꆢI2P뷌쪦쳮듰컊뻭ퟷ캪쫔볬퇩,늢틀뻝웤뷡맻뛔컊뻭뷸럖컶ꆢ뛔펦럖컶ꆢT볬퇩뗈[8210]ꆣ탐쇋쫊떱뗷헻ꆣꆰ럇뷡릹램ꆱ퓲쪹폃ퟔ평닻쫶Π뾪럅쪽컊쳢(Free212ꆡ뗷닩쪵쪩ElicitationΠOpenEndedQuestions)볇슼놻럃헟뛔쒿뗄놾듎뗷닩퓚2006쓪7퓂11죕훁16죕뷸탐,뗷뗘탎쿳뗄쏨쫶ꆣ났쳘쓉폫죰웦쳡돶뗄헫뛔3룶솬탸닩실뗣톡좡캪탋욺싫춷ꆢ퓂쇁즽ꆢ듳쫷ꆢ폶쇺쟅뫍솴뗄3룶싾첸쪽컊쳢쫇맺쓚췢훁뷱퇘폃뗄럇뷡릹램컷뷖ꆣ틔퇴쮷뗄쿖쪵폎뿍ퟷ캪뗷닩뛔쿳,닉폃볲떥릤뻟,뛔탎쿳닢솿뻟폐짮풶펰쿬ꆣ쒿잰닢솿퇐뺿춨쯦믺돩퇹폫훷맛에뛏쿠뷡뫏뗄랽램톡퓱퇹놾ꆣ릲랢뎣틀뻝웤뷸탐쏻돆솪쿫(NameAssociation)뫍탎죝듊럅컊뻭320럝,쫕믘312럝,웤훐폐킧컊뻭224럝,폐ퟔ평쏨쫶(DescriptiveAdjectives),뷸뛸춳볆쳡벰욵싊킧싊캪71179%ꆣퟮ룟뗄쫂컯믲탎죝듊믣ꆣ죧낲뗂즭뗈(Andersenet3ꆡ닢솿뷡맻폫럖컶al.,1997)뛔잰쪮캻놻쳡벰ퟮ뛠뗄붨훾Π뺰뗣ꆢ죋컯뛔럇뷡릹뮯쫽뻝틔쓚죝럖컶볓틔맩쓉,늢춨맽뫍ퟔ평솪쿫뗈럖뇰뷸탐쇋맩샠뫍업탲[11]ꆣ욵쫽ꆢ뇈샽ꆢ업탲뗈쇐돶싃폎헟퇛훐퇴쮷뗄듺뇭쫂쿖폐뗄쒿뗄뗘탎쿳닢솿퇐뺿뛠쪹폃ꆰ뷡릹컯ꆢ쏨쫶듊믣뫍벫뛋펡쿳쫂컯뗈,쏷좷쇋퇴쮷탎쿳뗄램ꆱ[3,829,12213]ꆣ헢튻랽램뻟폐뿉뿘탔ꆢ횱맛탔잿,틗폚뛀쳘탔폫헻쳥탔ꆣ뛸뛔뷡릹뮯쫽뻝춨맽SPSS1310춳볆폫뇈뷏뗈폅뗣[1],떫뿉쓜믡틲캪늻쓜몭룇쯹폐죭볾뷸탐욵쫽ꆢ뻹횵ꆢ틲ퟓ럖컶ꆢ탅뛈볬퇩뗈럖컶,믱쒿뗄뗘쫴탔뛸컞램좫쏦랴펳웤탎쿳[12214],춬쪱뫜쓑뗃폎뿍탎쿳릹돉벰웤뚨솿움볛ꆣ랴펳쒿뗄뗘뗄쳘폐탔뗄쳘헷[15]ꆣ뻍쳥쿖쒿뗄뗘뗄311ꆡ럇뷡릹뮯닢솿뛀쳘탔뫍헻쳥릹돉뛸퇔,ꆰ럇뷡릹램ꆱ룼캪폐(1)듺뇭탔쫂컯Π죋컯뗄ퟔ평솪쿫킧[9,16217],웤폅쫆퓚폚뿉틔랴펳쒿뗄뗘짧믡뮯쇋뗄쳘폎뿍뛔퇴쮷쫂컯뗄ퟔ평솪쿫릲볆378룶,웤훐헷탎쿳뫍폎뿍룐횪뗄쿔훸쫴탔,떫훁뷱뫜짙폐죋쪹잰쪮캻쫂컯294룶,햼77178%,쮵쏷퇴쮷탎쿳듦퓚폃ꆣ쿔좻,탎쿳닢솿훐ퟮ럡뢻ퟮ폐킧뗄쫽뻝닺짺폚벯훐뛸컈만뗄쳘헷탔듺뇭ꆣ컷뷖(3316%)ꆢ즽쮮솽훖랽램뗄뷡뫏[15]ꆣ(2711%)뫍샬붭(2612%)캪폎뿍룐횪쫗톡,뛸웤쯻2ꆡ퇐뺿짨볆쫂컯퓲뒦폚훐뗈믲뷏뗍쮮욽(뇭1)ꆣ211ꆡ컊뻭짨볆뇭1ꆡ잰쪮캻퇴쮷듺뇭쫂컯뗄폎뿍룐횪퇴쮷탎쿳닢솿컊뻭럖3늿럖:싃폎탐캪쳘헷ꆢ룐N=214횪탎쿳뫍죋뿚톧탅쾢ꆣ웤훐룐횪탎쿳럖뇰닉폃뷡릹쏻돆욵쫽뇈샽(%)램폫럇뷡릹램뷸탐닢솿ꆣ럇뷡릹램닎헕났쳘쓉폫죰컷뷖웦(1993)닢뚨쒿뗄뗘탎쿳헻쳥뫍캨튻탔뗄3룶컊즽쮮쳢,듋췢,캪첽쏷퇴쮷쿔훸폐샻Π늻샻탎쿳,퓶볓쇋샬붭ꆰ쓺뛔퇴쮷펡쿳ퟮ뫃뫍ퟮ닮뗄쫂컯ꆱ헢튻컊쳢ꆣ뷡릹퓂쇁즽램냼삨:(1)죏횪탎쿳:닉폃맺볊짏뷏캪쇷탐뗄뛠쫴듳쫷탔램(Multi2attributeApproach),퓚컄쿗믘맋벰싃폎횸펡쿳ꆤ쇵죽뷣쓏Π쫖닡뗄쓚죝럖컶믹뒡짏,짨볆튻룶몬20쿮뗄5췢맺죋럖훆샮볎춼솿뇭(LikertScale),컊쳢쿮평5쏻싃폎볒ꆢ튵뷧죋쪿좷죏;(2)쟩룐탎쿳:룹뻝놴뛻샻뫍십뚡킡돔Π쏗럛Π욡뻆폣쳯풰Π쿧듥[6](Beerli&Martꢪn,2004)뗄붨틩,짨볆5럖훆샮볎춼솿뇭,냼몬4쿮듺뇭쫜럃헟뛔쒿뗄뗘쟩룐뗄쫴탔,벴쫀췢쳒풴ꆰ쇮죋럅쯉뗄ꆱꆰꆢ쇮죋폤뿬뗄ꆱꆰꆢ폐좤뛸쇮죋탋럜뗄ꆱ웤쯻쇐뻙:뻆냉ꆢ폎뒬ꆢ훱랤ꆢ20풪죋쏱뇒ꆢ폶쇺뫓ꆢ욯쇷ꆢ퇒뚴ꆢ싃망ꆢ뗘쟲듥ꆢ붨훾럧룱ꆢퟔ탐뎵ꆢ폦듥ꆢ펢폯뫍ꆰ쇮죋쇷솬췼략뗄ꆱ,쫗듎붫쟩룐탎쿳닢솿틽죫맺쓚;(3)ퟜ쳥탎쿳:닎헕놣싞룱슳뫍싵뿋삳샻(Baloglu&M[4]ccleary,1999)벰뇈룱쓚뗈(Bignꢦetal.,ꆡꆡ뛔퇴쮷듺뇭죋컯뗄ퟔ평솪쿫(릲160룶)훐ꆰ,펡[12]2001),틔튻룶5럖훆샮볎춼컊쳢뗷닩쫜럃헟뛔쒿쿳ꆤ쇵죽뷣ꆱ틔112룶(%)뗄뻸뛔뛠쫽돉캪퇴쮷뗄뗘펡쿳뗄뫃뮵ꆣ듺뇭;헅틕쒱튲평폚떼퇝훸쏻뗄듳탍쪵뺰퇝돶ꆶ펡쿳헽쪽뗷닩잰평15쏻싃폎튵놾뿆짺ꆢ퇐뺿짺벰ꆤ쇵죽뷣ꆷ뛸폐뷏룟뗄탎쿳맘솪뛈(뇭2)ꆣꆡ54
싃ꆡ폎ꆡ톧ꆡ뾯ꆡTOURISMTRIBUNE뗚22뻭ꆡ2007쓪뗚4웚ꆡ퓂뾯ꆡ뇭2ꆡ잰컥캻퇴쮷듺뇭죋컯뗄폎뿍룐횪쫶쎻폐뎬맽1212%,늻맽,잰쪮뛾캻쏨쫶죔듯떽ퟜN=214쫽뗄5414%;뛾쫇돶쿖뢺쏦탎쿳,퓚탄샭룐쫜ꆢퟔ죋컯욵쫽뇈샽(%)좻ꆢ죋컄랽쏦뢺쏦쏨쫶뫜짙,떫뛔럾컱훊솿ꆢ돇헲붨쇵죽뷣짨뗄뢺쏦쏨쫶뻹햼룷ퟔ샠뇰뗄튻냫ퟳ폒,춻돶뗄뢺헅틕쒱쏦탎쿳쫇ꆰ펵벷ꆱꆰꆢ컀짺닮ꆱ뫍ꆰ짌튵웸쾢맽얨ꆱꆣ낢얣룧뇭4ꆡ폎뿍뛔폎훐Π뫳퇴쮷탎쿳뗄쏨쫶퓂쇁싨싨=196뿋쇖뛙듊믣욵쫽뇈샽(%)듊믣욵쫽뇈샽(%)웤쯻쇐뻙:쎫퓳뚫ꆢ뗋킡욽ꆢ믆샲ꆢ믆췱쟯ퟔ좻죋컄ꆡꆡꆡ폅쏀Π쏀샶ꆡ죈쟩Π폑짆(2)ퟮ횵뗃튻좥뗄뗘랽폎뿍퇛훐퇴쮷ퟮ횵뗃튻좥뗄뗘랽틔컷뷖ꆡ럧뺰죧뮭ꆡ쏱럧뒾웓ꆡ즽쟥쮮탣ꆡ뗘랽쳘즫얨뫱(6919%)ꆢ펡쿳ꆤ쇵죽뷣(5711%)ꆢ샬붭(5514%)햼뻸뛔뛠쫽,풶풶뎬맽웤쯻뺰뗣ꆡ짺첬Πퟔ좻ꆡ짌튵웸쾢맽얨,뇭쏷헢3룶뺰뗣횪쏻뛈ꆢ죏뿉뛈뫜룟돇헲붨짨탄샭룐쫜,틑놻ퟷ캪퇴쮷뗄탎쿳듺뇭ꆣ헢튻뷡맻폫잰쏦폎뿍룐횪뗄듺뇭탔쫂컯폫죋컯룟뛈컇뫏ꆡ컀짺Π룉뺻ꆡ택쿐Π폆쿐,횤쏷컊뻭뻟폐솼뫃뗄쓚죝킧뛈ꆣꆡ컀짺닮ꆡ펵벷(3)탎쿳뗄듊믣쏨쫶웤쯻쏨쫶뻙샽:쟥탂ꆢ샬붭쮮훊닮ꆢ컄뮯짮뫱ꆢ틬맺쟩뗷ꆢ틋뻓ꆢ돇헲늼뻖싒ꆢ뛔폎뿍쫗듎폎샀퇴쮷잰뫍놾듎폎샀훐Π뫳뗄탎랢햹톸쯙ꆢ뺰쟸맜샭믬싒ꆢ쏅욱맳ꆢ낲뺲ꆢ죈쓖ꆢ맥샶뛠닊ꆢ맅웓ꆢ틽죋죫쪤쿳룐횪닉폃듊믣ퟔ평쏨쫶뗄랽쪽볓틔뛔뇈닢솿,뷡ꆡꆡퟜ쳥뛸퇔,싃폎헟뛔퇴쮷뗄쪵볊폎샀펡쿳뫍웤맻죧뇭3뫍뇭4ꆣ쫗듎폎샀잰뗄풭짺Π틽훂펡쿳쫇믹놾튻훂뗄,뇭쿖퓚뇭3ꆡ싃폎헟뛔쫗듎폎샀잰퇴쮷탎쿳뗄쏨쫶즽쮮럧맢뫍죋컄폫택쿐럕캧ꆣN=192(4)쿔훸뗄폐샻탎쿳폫늻샻탎쿳듊믣욵쫽뇈샽(%)듊믣욵쫽뇈샽(%)ퟮ쿔훸뗄폐샻탎쿳폫늻샻탎쿳펦쫇쒿뗄뗘펪쿺ퟔ좻죋컄뗄뻛붹뫋탄ꆣ놾듎뗷닩훐,룟듯5717%뗄폎뿍뛔퇴ꆡ럧뺰죧뮭ꆡꆡ죈쟩Π폑짆ꆡ쮷뗄즽쮮럧맢펡쿳ퟮ병,쇭폐1314%뫍913%럖뇰ꆡ즽쟥쮮탣ꆡꆡ쏱럧뒾웓ꆡ톡퓱컷뷖럧쟩폫펡쿳ꆤ쇵죽뷣,쮵쏷듋죽쿮뗄폎뿍싺ꆡ폅쏀Π쏀샶ꆡꆡ틬맺쟩뗷ꆡ틢뛈ퟮ룟,쫇퇴쮷뗄뫋탄컼틽컯(뇭5)ꆣꆡ뮷뺳뫃ꆡꆡ뗘랽쳘즫얨뫱189뇭5ꆡ싃폎헟펡쿳ퟮ뫃뗄퇴쮷쫂컯.4ꆡꆡ짺첬Πퟔ좻N=ꆡ탄샭룐쫜ꆡ쟥탂147쏻돆욵쫽뇈샽(%).3ꆡꆡ택쿐Π폆쿐ꆡ돇헲붨짨ꆡ낲뺲ꆡ즽쮮럧맢ꆡ컀짺Π룉뺻ꆡꆡ죈쓖Π랱뮪ꆡ컷뷖럧쟩웤쯻쏨쫶뻙샽:폅퇅ꆢ탣샶ꆢꆰ맰쇖즽쮮볗쳬쿂ꆱꆢ쿉뺳Π쳬쳃;짙쫽쏱ퟥ쳘펡쿳ꆤ쇵죽뷣즫ꆢ죋컄웸럕얨ꆢ틋뻓;짱쏘ꆢ맅웓ꆢ탄뿵짱ꆢ뫍킳ꆢ샋싾뻓쏱죈쟩ꆡꆡ뛔쫗듎폎샀잰퇴쮷펡쿳뗄잰쪮캻쏨쫶(뇭훱랤Π욯쇷)릲300룶,햼ퟜ쫽6313%,쮵쏷잱퓚폎뿍뛔퇴쮷뗄탎쿳뇭6ꆡ싃폎헟펡쿳ퟮ닮뗄퇴쮷쫂컯룐횪돊쿖튻뚨돌뛈뗄춳튻ꆣ떫룐횪돌뛈뇈뷏욽뻹N=180,뛠쫽퓚11%떽23%횮볤,ퟮ쿔훸뗄탎쿳쫇ꆰ럧뺰죧쏻돆욵쫽뇈샽(%)뮭ꆱ컞펡쿳ퟮ닮쫂컯(2219%)ꆢꆰ즽쟥쮮탣ꆱ(2018%)ꆢꆰ죈쟩Π폑짆ꆱ(1918%사미Π컀짺ힴ뿶)ꆣ쿠뛔폚돶탐잰,폎훐Π뫳탎쿳쏨쫶믹뒡짨쪩(뇭4)돊쿖솽룶쳘헷:튻쫇쓚죝럖즢럾컱훊솿,쏨쫶뛠듯168훖,482룶,떫돽쇋ꆰ폅쏀Π쏀샶ꆱ폐3617%뗄폎뿍쪹폃횮췢,룷쿮쏨짌랷떼폎삭Π퓗뿍ꆡ55
ꆡ뗚22뻭ꆡ2007쓪뗚4웚ꆡ퓂뾯ꆡ싃ꆡ폎ꆡ톧ꆡ뾯ꆡTOURISMTRIBUNEꆡꆡ2010%뗄폎뿍쏷좷뇭쪾컞펡쿳ퟮ닮뗄쫂컯,뷸쫜ꆢ죏뿉돌뛈ꆣ쟩룐움볛풽룟,싃폎헟뛔쒿뗄뗘뗄쾲튻늽뇭쏷폎뿍뛔퇴쮷싺틢뛈뷏룟;뛸늻샻탎쿳훷튪낮돌뛈풽룟,쓇쎴쯻쏇뗄싺틢쮮욽ꆢ훘폎틢풸뫍췆볶벯훐퓚컀짺ힴ뿶ꆢ믹뒡짨쪩ꆢ럾컱훊솿뗈랽쏦(뇭틢풸튲쿠펦풽룟ꆣ틲듋,쟩룐탎쿳뛔쒿뗄뗘펪쿺뻟6)ꆣ폐훘듳틢틥ꆣ쫽뻝럖컶쿔쪾,폎뿍뛔퇴쮷뗄쯄쿮쟩312ꆡ뷡릹뮯닢솿룐움볛뚼럇뎣룟:웤탄샭쳥퇩ퟮ춻돶뗄쫇ꆰ폤뿬ꆱ(1)죏횪탎쿳(Mean=4105,SDꋙ=01710)뫍ꆰ럅쯉ꆱ(Mean=놾컄릹붨뗄싃폎쒿뗄뗘죏횪탎쿳솿뇭훐,20룶4102,SD=01695),쮵쏷퇴쮷좷쪵탎돉쇋폅틬뗄택컊쿮몭룇쇋퇴쮷ퟔ좻ꆢ죋컄ꆢ짧믡ꆢ럾컱짨쪩ꆢ싃폎믮쿐럕캧ꆰ;폐좤뛸쇮죋탋럜ꆱ뗄뻹횵(Mean=3182,SD뚯뗈룷랽쏦튪쯘ꆣ뛔폎뿍움볛뷡맻뗄쏨쫶탔럖컶=01762),뇭쏷떱뗘싃폎믮뚯뗄럡뢻탔ꆢ뛀쳘탔쓜릻(DescriptiveAnalysis)뫍틲ퟓ럖컶(FactorAnalysis)죧잿쇒뗷뚯폎뿍뗄폎샀탋훂;뛸ꆰ쇮죋쇷솬췼략ꆱ뗄움쿂:볛(Mean=3172,SD=01774)쿔쪾쇋퇴쮷뗄솦,낵뗚튻,쏨쫶탔럖컶쪾폎뿍뗄훘폎틢풸뫍췆볶쟣쿲뿉쓜믡뇈뷏잿ꆣ쏨쫶탔럖컶틔욽뻹쫽(Mean)쳥쿖폎뿍뛔퇴쮷탎뇭7ꆡ퇴쮷죏횪탎쿳틲ퟓ쿳릹돉튪쯘뗄욫뫃폫싺틢뛈ꆣ폎뿍움럖ퟮ룟뗄쿮쒿N=224쫇ꆰ뛀쳘폅쏀뗄ퟔ좻럧맢ꆱ(4147),쮵쏷퇴쮷ퟮ뻟컼탎쿳틲ퟓ틽솦뫍뺺헹솦뗄탎쿳풴쫇쯼쫀뷧벶뗄즽쮮,웤쯻(뷢쫍ퟜ뇤틬뇤솿뇤솿뿋싗냍틲ퟓ%)뫉퓘횵뫕ꛁ볬퇩뗃럖캻폚잰쇐뗄쿮쒿럖뇰쫇ꆰ틋죋뗄웸뫲ꆱ11싃폎쿮쒿폫뛠퇹뗄쮮짏믮뚯(3184)ꆢꆰ떱뗘뻓쏱죈쟩뫃뿍ꆱ(3172)뫍ꆰ짧믡훎낲ힴ뿶솼뫃ꆱꆡ싃폎뮷뺳붡짭쇆퇸믮뚯ꆡ((3169)ꆣ뛸폎뿍움볛ퟮ뗍뗄쫇ꆰ쓜벤웰릺컯폻뗄싃)듌벤뗄쳥폽믮뚯폎짌욷ꆱ(3106)ꆢꆰ럡뢻뗄샺쪷컄뮯틅벣ꆱ(3113)뫍캴쫜웆뮵뗄짺첬뮷뺳ꆰ헻뷠컀짺뗄싃폎뺰쟸ꆱ(3132)ꆣ웤훐횵뗃짮쮼뗄쫇솼뫃뗄짧믡훎낲퇴쮷샺쪷폆뻃ꆢ틅벣럡뢻뗄쿖쪵폫폎뿍룐횪?랦뗄컀짺뗄싃폎뺰쟸뻞듳닮틬컊쳢ꆣ21뗘랽죋컄뗘랽쳘즫뗄닍틻뗚뛾ꆡ쳘즫짺믮랽쪽폫쾰쯗,틲ퟓ럖컶틲ퟓ럖컶(FactorAnalysis)쒿뗄퓚폚얨쯵쫽뻝ꆡ()싃폎짌욷,짮죫퇐뺿폎뿍죏횪탎쿳뗄쓚퓚뷡릹늢뛔뇈웤룷캬뛈뻓쏱죈쟩뫃뿍뗄움볛ꆣ죧뇭7,죏횪탎쿳뿉맩샠캪ꆰ싃폎쿮쒿폫싃31택쿐럕캧뚫컷컄뮯붻죚폎뮷뺳ꆱꆰꆢ뗘랽죋컄쳘즫ꆱꆢꆰ택쿐럕캧ꆱꆢꆰ믹뒡짨쪩ꆡ()듳탍쪵뺰퇝돶폫싃폎짨쪩ꆱ뫍ꆰ싃폎풴폫싃폎볛룱ꆱ,웤훐움볛ퟮ틋죋뗄웸뫲룟뗄쫇떱뗘뗄택쿐럕캧(31723)뫍ꆰ싃폎풴폫싃특짺믮벰폩샖폎볛룱ꆱ(31720),솽헟럖횵쿠닮짵캢,폖쏷쿔룟폚웤41믹뒡짨쪩폫믹뒡짨쪩췪놸쯻틲ퟓ,뷸튻늽쮵쏷ꆰ즽쮮ꆱ폫ꆰ택쿐ꆱ쫇퇴쮷솽듳뫋ꆡ싃폎짨쪩붻춨뇣뷝탄탎쿳ꆣ틲ퟓ뗃럖ퟮ뗍뗄쫇ꆰ뗘랽죋컄쳘즫ꆱꆡ()힡쯞랽뇣쫦쫊(31468),헢폫폎뿍랴펳뗄싃폎짌욷컞쳘즫뫍캴쳥퇩51싃폎풴폫컯폐쯹횵뗄싃폎볛룱떽뛀쳘짺믮랽쪽폫쾰쯗폐맘,떫룃뗃럖폫ꆰ싃폎쿮쒿ꆡ싃폎볛룱뛀쳘폅쏀뗄ퟔ좻럧맢폫싃폎뮷뺳ꆱ(31472)틔벰ꆰ믹뒡짨쪩폫싃폎짨쪩ꆱꆡ()럡뢻뗄샺쪷컄뮯틅벣(31497)뗄뗃럖뇈뷏뷓뷼,틲듋죽헟뗄폎뿍움볛늻쓜ꆡꆡ(3)ퟜ쳥탎쿳쎤쒿업탲,뛸탨튪뷸튻늽퇐뺿ꆣퟜ쳥탎쿳뷒쪾싃폎헟뛔쒿뗄뗘펡쿳뗄뫃뮵돌헫뛔틔췹퇐뺿뗄늻ퟣ,놾컄뛔틲ퟓ뗄탅뛈(벴뗷뛈ꆣ움볛뻹횵(Mean=3198,SD=01553)뇭쏷싃폎닩뷡맻뗄컈뚨탔)뷸탐쇋뿋싗냍뫕ꛁ(Cronbachpis헟뛔퇴쮷ퟜ쳥짏뇈뷏싺틢,쪮럖폐샻폚퇴쮷욷없뗄alpha)볬퇩ꆣ뇭7훐돽틲ퟓ5(a=01699)췢,웤쯻틲쫷솢뫍쒿뗄뗘뎤풶랢햹ꆣퟓ뗄a횵뻹뎬맽017,쮵쏷닢솿뷡맻뿉탅뛈솼뫃ꆣ(2)쟩룐탎쿳ꋙSD:뇪ힼ닮(StandardDeviation),랴펳쫽뻝벯욫샫욽뻹쫽뗄샫쟩룐탎쿳닢솿쏷좷싃폎헟뛔폚퇴쮷뗄탄샭룐즢돌뛈ꆣ컄훐SD횵뫜킡,뇭쪾맛닢횵볤뇤틬틠킡ꆣꆡ56
싃ꆡ폎ꆡ톧ꆡ뾯ꆡTOURISMTRIBUNE뗚22뻭ꆡ2007쓪뗚4웚ꆡ퓂뾯ꆡ4ꆡ뷡싛[8]ꆡGallarzaMG,GilI,Calderꢮ:towardsa놾컄횼퓚춨맽쪵횤뛔뷡릹램폫럇뷡릹램헢솽훖conceptualframework[J].AnnalsofTourismResearch,2002,29늻춬뗄싃폎쒿뗄뗘탎쿳닢솿랽쪽뷸탐뇈뷏퇐뺿,듓(1):56-78.뛸횸쏷탎쿳닢솿뗄폐킧춾뺶ꆣ[9]ꆡꆪꆪꆪareviewof142papersfrom1973to2000[J].TourismManagement,2002,(23):541-549.톡좡퇴쮷뷸탐쪵뗘폎뿍컊뻭뗷닩,쫽뻝럖컶뷡[10]ꆡ샮량,믆튫샶,횣볡잿,샮랲.싃폎쒿뗄뗘탎쿳닢솿랽램움쫶맻뇭쏷퇴쮷탎쿳쿔훸뇭쿖캪즽쮮럧맢폫택쿐럕캧,[J].맰쇖싃폎룟뗈뿆톧킣톧놨,2005,16(2):56-60.틔컷뷖ꆢ샬붭벰펡쿳ꆤ쇵죽뷣캪쫗튪탎쿳퓘쳥,ퟜ쳥[11]ꆡAndersenV,PrenticeR,짏돊믽벫탎쿳ꆣvisitorstoDanishfineartsexhibitionsinScotland[J].Tourism놾듎닢솿횤쏷뷡릹램폫럇뷡릹램쿠뷡뫏쿔쪾돶Management,1997,18(7),453-464.[12]ꆡBignꢦE,SꢢnchezMI,Sꢢ,evaluation뇈떥튻랽램룼듳뗄폅쫆ꆣ럇뷡릹램쓜릻쏷좷싃폎쒿variablesandafterpurchasebehavior:inter2relationship[J].Tourism뗄뗘룐횪탎쿳뗄헻쳥탔폫뛀쳘탔랽쏦,뛸뷡릹램늻Management,2001,22:607-616.뷶쏷좷룐횪탎쿳릹돉[13]ꆡEchtnerCM,,룼쳡릩탎쿳움볛(몬죏횪ꆢ쟩룐폫ퟜ쳥움볛)뚨솿쫽뻝,솽헟뷡뫏뿉듓ꆰ훊ꆱ폫ꆰ솿ꆱdestinationimage[J].JournalofTourismStudies,1991,2(2):2-뗄뷇뛈좫쏦냑컕싃폎쒿뗄뗘탎쿳ꆣ12.[14]ꆡ:attributemeasurementofstatetourism폚죋솦컯솦,놾듎닢솿뷶틔퇴쮷쿖쪵폎뿍캪productsusingmultidimensionalscalingtechniques[J].Journalof퇹놾,죧맻퓶볓뺺헹쒿뗄뗘뫍뿉벰쟸폲쓚잱퓚폎뿍TravelResearch,1989,28(2):16-20.뗄룐횪닢솿뫍웤쯻뗘쟸뗄폊별컊뻭닢솿[15]ꆡSelbyM,:acasestudyof,쿠탅뿉틔뗃떽룼볓좫쏦뗄뷡맻ꆣ듋췢itsroleindestinationmarketresearch[J].TourismManagement,,뗷닩헽횵쫮볙,톧짺퇹놾뇈샽욫룟,틲듋뷸튻늽퇐뺿뿉틔톡퓱싃폎췺벾뷸1996,17:287-294.[16]ꆡ샮캡.맘폚싃폎뗘탎쿳뗄죏횪탄샭톧퇐뺿[D].쓏뺩쪦랶듳톧탐,럡뢻퇹놾샠뇰뫍쫽뻝쫕벯ꆣ뺺헹쒿뗄뗘뗄뛔뇈쮶쪿싛컄,2004,5:47.닢솿춬퇹쫇뷱뫳퇐뺿췘햹뗄랽쿲ꆣ[17]ꆡ쇎컀뮪.싃폎뗘탎쿳릹돉폫닢솿랽램[J].붭쯕짌싛,2005,ꆡꆡ훂킻:맣컷듳톧짌톧풺2005벶쮶쪿퇐뺿짺맹횾(1):140-442.뻼춬톧뛔쫽뻝춳볆럖컶룸폨쇋듳솦킭훺,퓚듋뇭쪾훔탄킻틢!AComparativeStudyontheStructured[닎ꆡ뾼ꆡ컄ꆡ쿗]andUnstructuredMeasurementsof[1]ꆡ믆헰랽,샮쿫.싃폎쒿뗄뗘탎쿳뗄죏횪폫췆맣쒣쪽[J].싃폎톧TouristDestinationImage:뾯,2002,17(3):,Guilin[2]ꆡ믆헰랽,샮쿫,룟폮탹.싃폎쒿뗄뗘탎쿳뗄닢솿폫럖컶[J].쓏YANGYong2de,BAILi2ming,SUZhen뾪맜샭움싛,2002,(3):69-73.(DepartmentofTourism,GuangxiUniversity,Nanning530004,[3]ꆡEchtnerCM,:China)anempiricalassessment[J].JournalofTravelResearch,1993,31Abstract:Lackinginreasonablemeasuringmodesandover2(4):[4]ꆡBalogluS,[J].AnnalsofTourismResearch,1999,26(4):[5]ꆡFakeyePC,,(f1993),etc.,andbasedonthecomparisonofstructuredandirst2time,andrepeatvisitorstotheLowerRioGrandeValley[J].JournalofTravelResearch,1991,30(2):,thepaperpresentsanintegratedqualitative[6]ꆡBeerliA,Martꢪ:aquantitativeanalysis:,Spain[J].TourismManagement,2004,(25):623-Keywords:touristdestinationimage(TDI);measurement;;unstructuredapproach;Yangshuo[7]ꆡ샮량.싃폎탎쿳뚨캻랽램폫쪵볹ꆪꆪꆪ틔훘쟬뚼쫐싃폎캪샽[D].훐쓏쇖톧풺쮶쪿싛컄,2003,(6):9.[퓰죎뇠벭:솮퓂뻪;퓰죎킣뛔:췵폱뷠]ꆡ57
