Structural Relationship and Mediating Effects Among Storytelling, Perceived Values, Satisfaction and Behavioral Intention for Development of Wild Tea Tourism Theme of Korean Traditional Mountain Temples
Authors:   Asia-Europe Perspective Association, Yoon Byeong-Kug , Kim Hong-kil 
Published: April 2019

The study was conducted as a part of the strategy to invigorate tourism of Korean mountain temples registered in UNESCO World Heritage List. The relationship of influence and mediating effects among the storytelling of Korean mountain temples wishing to establish wild tea tourism theme, perceived values of tourists, satisfaction and behavioral intention (re-visit and positive comments) were verified, and the results are as follows.
Through storytelling, consisting of the two aspects of historicality and education, in such order of emphasis, all tourists were positively influenced in the formation of perceived values on wild tea theme tour, displayed fulfillment of satisfaction, and responded that they will conduct a stronger behavioral intention (re-visit, positive comments), irrespective of previous trips to mountain temples. This refers to the fact that the tourists have responded in their survey that storytelling based on historical facts on the foundation of wild tea habitat, historical figures, incidents and literature will make them feel that the trip to a traditional mountain temple which has established wild tea tourism theme was special, the expenses were well spent, and that the trip was beyond their expectation. Tourists also responded that the exotic charm of the visit to a wild tea habitat will enhance the image of the tourist attraction, and provide joy and emotional healing, helping the tour be perceived as decent. Such perceived values, then, lead to the fulfillment of trip satisfaction and enhanced impression of the region, which can be found from the responses that they intend to revisit the temple and the region. Tourists commented that they would revisit the temple to again enjoy various experience programs (e.g. tea ceremony, wild tea leaf harvesting, wild tea habitat walk and meditation), and that they have the behavioral intention to provide positive word of mouth, that is, deliver comments of recommendation to family and acquaintances, and make posts on social media (e.g. KakaoTalk, Line, Facebook, Instagram, Blog).
In regard to the verification of mediating effects, storytelling on wild tea was found to be a strong marketing tool in directly posing significantly positive mediating effects on the enhancement of perceived value of tourists, and behavioral intention such as re-visit and positive comments. It was also found that storytelling also carries out the role of a marketing tool which indirectly poses significantly positive (+) indirect mediating effect on re-visit and positive comments through enhancement of perceived value and satisfaction.
To sum up, it was verified that storytelling focused on historicality and education fulfills satisfaction and perceived values of tourists, and is an effective marketing tool in invigorating the economy of the region through creating a new following, by posing a greater influence in attracting revisit, or specifically, positive comments. The study is meaningful in the sense that it has provided a detailed guideline for practical marketing strategy of wild tea storytelling in regard to the development of themed tours for Korean traditional mountain temples, and is considered to contribute to the enhancement of the marketing strategy of storytelling.