본 연구는 문화예술마을 방문동기가 방문만족, 재방문의도, 추천의도에 미치는 영향과 이들 변수들간의 구조적 관계를 살펴보고자 시도되었다. 즉, 방문동기를 유형화하였으며, 각 유형에 대한 방문동기는 방문만족, 재방문의도, 추천의도에 각각 다른 영향을 미칠 것으로 제안하였다. 이를 위해 이론적 배경으로부터 가설을 도출하고, 이를 검증하기 위한 설문조사를 실시하여 연구모형의 타당성을 실증적으로 검증하며, 연구의 시사점과 미래연구를 제시하였다. 연구 결과는 다음과 같다. 첫째, 문화예술마을 방문동기는 대인적 동기, 휴식적 동기, 문화적 동기로 구분되었다. 둘째, 방문동기 중 대인적 동기와 문화적 동기가 방문만족에 긍정적 영향을 미쳤으며, 방문만족이 재방문의도에, 재방문의도가 추천의도에 긍정적 영향을 미치는 것으로 확인되었다. 위와 같은 연구결과는 학문적으로는 문화예술마을 방문객들의 방문동기를 유형화 하고, 방문성과와의 관계를 규명하였다는 점에서 의의가 있다. 또한, 방문동기가 문화예술마을에 대한 방문 만족과 재방문의도, 추천의도를 예측할 수 있는 중요한 요인임을 시사한다. 실무적으로는 문화예술마을에 대한 수익창출을 위한 전략 수립과 함께, 문화예술마을 활성화를 위해 도움이 될 것이다.
The purpose of this study was to investigate structural relations between motivations to visit an art village and satisfaction with a visit, intention for a revisit, and intention for recommendation. That is, the study classified motivations to visit an art village and proposed that different types of motivations to visit an art villagewould have different effects on the results of visit. The specific goals of the study were as follows: first, it would examine motivations to visit an art village based on previous studies; second, it would look into the positive effects of motivations to visit an art village, if any, on satisfaction with a visit; third, it would look into the positive effects of satisfaction with a visit, if any, on intention for a revisit and intention for recommendation; and finally, it would examine the positive impacts of intention for a revisit, if any, on intention for recommendation. For those purposes, the investigator extracted assumptions from the theoretical background, conducted a survey to test them, tested the validity of a researchmodel empirically, and proposed the implications of the study and future research ideas. The findings were as follows: first, motivations to visit an art village were categorized into personal, resting, and cultural ones. Secondly, of the motivations, personal and cultural motivations had positive influences on satisfaction with a visit, which had positive effects on intention for a revisit, which in turn had positive effects on intention for recommendation. Those findings are significant in that they classified the motivations to visit an art village and examined their relations with the results of visit in an academic sense. They will offer practical assistance, as well, including strategies to create profit with an art village and activate an art village.