Effects of Fishing Village Tourism Motivation on Destination Image, Traveler Satisfaction and Loyalty

Purpose Fishing village tourism is a form of tourism that has been newly started according to the economic revitalization of underdeveloped fishing villages, the increase in leisure time and income of tourists, and the diversification of tourism needs. In order to maintain sustainable fishing village tourism, it is necessary to identify what motives tourists participate in fishing village tourism and to empirically study the effects of these motivation factors on destination image and tourist satisfaction and loyalty. Methods A survey was conducted on tourists who visited Daeyado, Yongshin, and Gagyeongju fishing villages located in Taean, which are representative tourist destinations in the west coast, and 176 questionnaires were used for empirical analysis. Results As a result of factor analysis, motivation for fishing village tourism was classified into five factors: nature appreciation, eating and purchasing marine products, family relations and rest, fishing village experience, and marine leisure sports experience, and destination image and traveler satisfaction and loyalty were each classified as a single dimension. As a result of the hypothesis verification, among the motives for fishing village tourism, factors such as family relations and rest, eating and purchasing marine products, nature appreciation, and marine leisure sports experience had a significant effect on the destination image, and fishing village experience, nature appreciation, and marine leisure sports experience factors had a significant effect on traveler satisfaction. It was verified that the destination image had a significant effect on traveler satisfaction and loyalty, and traveler satisfaction had a significant effect on loyalty. Conclusion In the end, it was studied that a good destination image can be planted according to the motive of fishing village tourism, and the loyalty of revisit, word of mouth, and recommendation can be increased by increasing the satisfaction of travelers.