In modern society, cultural heritage represents cultural diversity of mankind as a core and attractive handout of tourism. The World Cultural Heritage is as a UNESCO-recognized tourism brand that must be protected and inherited for worldwide. The tour...
In modern society, cultural heritage represents cultural diversity of mankind as a core and attractive handout of tourism. The World Cultural Heritage is as a UNESCO-recognized tourism brand that must be protected and inherited for worldwide. The tourist attractions designated as World Heritage sites have the historical and cultural values of the region, so tourists will get the chance to experience new cultures as they experience interesting activities that can only be experienced in the tourist area and experience a variety of experiences they have never experienced before. The World Cultural Heritage, which brings spiritual and intellectual affluence to all mankind, is an irreplaceable source. Gyeongju is South Korea's largest cultural heritage site, and the attraction and value of the World Cultural Heritage has returned to the spotlight as national and social
attention to it has grown further, Therefore, this research intended to grasp the sincerity that tourist perceive according to the form and meaning of the World Cultural Heritage. And by clarifying the causal relationship
between tourism satisfaction, loyalty, location attachment and loyalty, we will seek ways to improve the location value of the World Heritage site and increase the loyalty of tourists. And by clarifying the causal relationship between tourism satisfaction, loyalty, location attachment and loyalty, the study will find implications that can improve the location value of the World Heritage site and increase the loyalty of tourists.
This research conducted a survey of visitors to Gyeongju Historic Area, which contains historical and cultural relics from the Silla Dynasty, through a simple random sampling method from Oct. 17 to Oct. 20, 2019.
Through this process, a total of 415 questionnaires were distributed and retrieved. Except for 28 of the questionnaire with non-responsive or unfaithful responses, a total of 387 questionnaires were used for the final analysis. In this study, after coding through data collection, empirical analysis was conducted using SPSS 25.0 and AMOS 23.0. Frequency analysis and technical statistical analysis were conducted to identify the
general characteristics of the sample. The reliability analysis of each factor, the confirmed factors analysis of
the measurement model, the validity of the judgment and the suitability of each factor were verified. After confirming the compatibility of the model through the structural model, the hypothesis of this study was verified and the results were as follows: First, through a review of the preceding study on the relationship between authenticity and tourism satisfaction, this study can confirm that a significant relationship exists between these concepts, and in this study and established a hypothesis and verified whether such a relationship exists. Through this, objective authenticity, existential authenticity, and satisfaction with tourism are statistically significant. It was the supporting material for the preceding study. Second, domestic research is lacking to grasp the impact of tourism satisfaction on location-attaching. This study confirmed theoretically that place-attachment can be formed through tourism satisfaction. In addition, this study is academically meaningful because there is a lack of research into the relationship between authenticity and place-attachment effects by discovering that objective and existential sincerity have indirect effects on the location of tourist satisfaction through the medium. Third, although there are countless studies on the impact relationship of loyalty, this study on the relationship between tourism satisfaction that affects loyalty is also considered meaningful because each individual's thoughts, culture and lifestyle are different. Based on the results of this study, which showed that tourism satisfaction has a greater impact on loyalty through the medium effect, the location-attachment is an important factor. The practical implications of the results of this study include: First, objective authenticity, which is the target of world heritage tourism, is a factor of greater tourism satisfaction for tourists visiting the Gyeongju Historic Areas. Therefore, relics including national treasures and important folk materials should be actively utilized to provide direct experience to tourists, and conservation, maintenance and management of tourist sites are needed. Also, as the results of this study show, satisfaction with tourism is an important variable of tourism satisfaction. The government should maximize the satisfaction of tourists and make sure to make a big impact on the loyal revisit and oral process through tourism satisfaction focusing on the development of a program to enhance historical sincerity so that people can have a new experience based on traditional culture in running the Gyeongju Historic Areas.
Keyword: World Culture Heritage, Authenticity, Place Attachment, Tourism Satisfaction, Loyalty