The Impact of Korean Cultural Heritage Tourism Quality (HISTOQUAL) on Perceived Value, Attitude, and Behavioral Intention

Purpose: In this study, we sought to verify the positive impact of cultural heritage tourism quality (HISTOQUAL) on perceived value and attitude, the positive impact of perceived value on attitude and behavioral intention, and the positive impact of attitude on behavioral intention. Methods: For empirical research, a survey was conducted targeting general tourists who had visited domestic cultural heritage tourist attractions. 217 questionnaires administered through a non-face-to-face method were used for empirical analysis. Results: As a result of factor analysis, cultural heritage tourism quality (HISTOQUAL) was classified into tangibility, responsiveness, communication, convenience, authenticity, and education, and perceived value, attitude, and behavioral intention were each classified into a single dimension. As a result of the hypothesis testing, convenience, authenticity, and education, which are components of cultural heritage tourism quality (HISTOQUAL), were found to have a significant positive influence on perceived value, while tangibility, responsiveness, and communication had no significant effect on perceived value. In addition, the cultural heritage tourism quality (HISTOQUAL) components of tangibility, communication, convenience, authenticity, and education were found to have a significant positive effect on attitude, while responsiveness was found to have no significant effect on attitude. Conclusion: In the end, it was found that the higher the overall evaluation of cultural heritage tourism quality (HISTOQUAL), the better the tourist's perceived value and attitude, and the better the perceived value and attitude, the better the behavioral intention.