A Study on the Relationship between Destination Personality, Image, Satisfaction, and Post-behaviors

This study was conducted to verify the relationships among destination personality, image, satisfaction, and post-behaviors. Through a research service agency, an online survey was conducted for six days from April 5 to April 10, 2023, targeting tourists who visited Seoul, Busan, Daegu, Gwangju, Ulsan, and Jeju within the last four years (2019-2023). The measurement items used in this study were drawn from preceding research. Twenty questions were used to measure three factors for destination personality, four questions for image, five questions for satisfaction, and three questions for post-behaviors in a single dimension were used. As a result of the study, it was found that destination personality had a partially significant and positive effect on image and satisfaction, respectively. In such case, it was confirmed that the useful personality dimension of a destination had a negative effect on image and satisfaction. It was confirmed that image had a significant and positive effect on satisfaction and post-behaviors, and satisfaction had a significant and positive effect on post-behaviors. When the destination has a more exciting and sincere personality, there is a positive effect on the revisit intentions.