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관광지 충성도 측정: 이슈와 제안

관광레저연구

2017. 02

김진후, & 이충훈

As domestic and international travel has become more common, researchers have paid considerable attention to destination loyalty. However, there is still considerable debate on how to measure the construct. This paper critically reviews papers on destination loyalty in leading Korean tourism journals and identifies three issues regarding the measurement of destination loyalty: (i) complete reliance on the attitudinal approach, (ii) use of oversimplified survey questions to measure revisit intention, and (iii) measuring destination loyalty as a uni-dimensional factor. For each issue, this paper reviews current practices, discusses potential problems associated with it, and provides suggestions for improvement.

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