A Study on the Structural Relationship Between Tourism Destination Identity, Tourism Experience, Place Attachment and Behavioral Intention

Purpose: The purpose of this study was to identify the structural relationship among tourism experience, place attachment, and behavioral intention by using destination identity, which determines tourist visits to a tourism destination, as an antecedent variable, and to understand its meaning. Methods: In order to achieve the research purpose, theoretical and empirical research were conducted in parallel. Through theoretical research, the research concept was understood, and the measurement variables and the empirical research were derived to fit the environment, and a questionnaire was created. The empirical research was conducted by requesting a nationwide network research company to conduct a survey using a structured questionnaire. The collected data were analyzed using a statistical analysis program. Results: According to the research purpose and model, the identity of the proposed tourism destination was found to be a structural relationship between tourism experience, place attachment, and behavioral intention. Each index of model fit was found to be suitable for the statistical standard value in the hypothesis verification results. All four research hypotheses set in the purpose presented in the research purpose were derived as significant results and were all accepted. Conclusion: Regardless of whether they are tourists or potential tourists, what determines tourist behavior is the identity of the tourist destination as a destination. The identity of the destination is the result of tourists' attachment to the destination and the tourist experience, and as a result, a causal relationship is formed between them, and as a final result, a causal relationship is formed in the tourist's behavioral intention.