본 논문에서는 제주도의 문화유산 및 문화콘텐츠의 종류, 브랜드 개성, 관광만족도, 추천의도 및 재방문의도에 대한 이론적 배경을 선행논문을 통하여 살펴보고 연구에 필요한 이론을 정리하였다. 이론적 배경에서 제주도 문화콘텐츠를 ‘자연경관’, ‘체험시설’, ‘특화거리’로 설정하고, 제주도 문화콘텐츠 브랜드 개성이 관광만족도, 추천의도 및 재방문의도에 미치는 영향을 제주도를 방문한 204명의 관광객을 대상으로 설문을 통해 분석하였다. 분석 결과 첫째, 제주도 문화콘텐츠 브랜드 개성 요인은 ‘전통성’, ‘역동성’, ‘혁신성’으로 나타났다. 둘째, 제주도 문화콘텐츠 브랜드 개성 중 ‘전통성’이 관광만족도에 영향을 미치는 것으로 나타났다. 셋째, 제주도 문화콘텐츠의 브랜드 개성 ‘전통성’, ‘역동성’, ‘혁신성’ 모두 추천의도와 재방문의도에 영향을 미치는 것으로 나타났다. 이번 결과가 제주도 문화콘텐츠 브랜드 개성과 관광객의 태도를 이해하는데 기초자료가 될 것이다.

In this thesis, the theoretical background of the cultural heritage of Jeju Island, kind of cultural contents, brand individuality, tourism satisfaction, recommendation intention, and revisit intention was examined through the precedent thesis, and the theory necessary for this study was arranged. In the theoretical background, Jeju Island cultural contents were set as the ‘natural landscape’, ‘experience facility’, and ‘specialized street’, and the brand individuality of Jeju Island cultural contents was set as the ‘traditionality’, ‘dynamics’, and ‘innovativeness’, and the effect of the brand individuality of Jeju Island cultural contents on the tourism satisfaction, recommendation intention, and revisit intention through a survey targeting 204 tourists who visited Jeju Island. According to the study, first, it was confirmed that three factors: ‘traditionality’, ‘dynamics’, and ‘innovativeness’ were the brand individuality of Jeju Island cultural contents. Second, it was confirmed that ‘traditionality’, ‘dynamics’, and ‘innovativeness’, brand individuality factors of Jeju Island cultural contents, let tourists want to recommend Jeju to their acquaintances or visit Jeju again. Third, it was confirmed the ‘traditionality’ among 3 factors: ‘traditionality’, ‘dynamics’, and ‘innovativeness’, brand individuality factors of Jeju Island cultural contents, had the biggest effect on the tourism satisfaction, recommendation intention, and revisit intention. This result will be basic materials for understanding Jeju cultural contents brand personality and the attitude of tourists.