서울숲 이용자들의 관여도, 만족도, 감정적 충성도 간의 인과관계

The purpose of this study was to examine the causal relationships among involvement profiles, overall satisfaction, and affective loyalty of park visitors. Data were collected from park visitors at Seoul Forest, Seoul, Korea, by using the convenience sampling method. Data were analyzed through SPSS 15.0 Version and AMOS 7.0. Consistent with the elaborated model, the overall satisfaction was substantially predicted by involvement subcomponents(importance, pleasure, self-expression, and centrality). Park visitors’ affective loyalty was also predicted by overall satisfaction. Findings indicated that overall satisfaction directly and significantly affects on loyalty to the Seoul Forest. In the discussion section, research directions are offered addressing the implications of this research findings for leisure and park management practitioners, leisure programmers, and researchers.