The Impact of COVID-19 on Tourism Attributes on Satisfaction and Intentions to Action: Focusing on the Case of Gwangju Metropolitan City

Purpose The purpose of this study is to identify the changing tourism attributes of tourists during the COVID-19 period and to propose a study between more effective tourism attributes and satisfaction and behavioral intentions from policy and strategic perspectives. Methods Data were collected for about 1 month from November 14th to December 11th, targeting tourists who visited tourist spots in Gwangju Metropolitan City. A total of 300 copies were distributed, and 294 copies were used for analysis, excluding 6 copies of the questionnaire for insincere responses. For the analysis, the SPSS 22.0 program was used, and multiple regression analysis was performed to verify the hypothesis. Results First, among tourism attributes, natural environment did not have a significant effect on satisfaction, but festival event and tourism experience had a significant effect on satisfaction. Second, among tourism attributes, natural environment had no significant effect on behavioral intention, but festival event and tourism experience had statistically significant effects. Third, satisfaction had a significant effect on behavioral intention. Fourth, in the relationship between tourism attributes and behavioral intentions, it was found that festival event properties and tourism experientiality had a significant effect on behavioral intentions through satisfaction. Conclusion This study presents policy implications and practical implications for tourism development and operation by empirically analyzing the relationship between satisfaction and behavioral intention of tourism attributes. However, since the research area and period are limited, future research should be conducted by expanding a wider area and period.