방문객의 행동에 영향을 미치는 중요요인과 만족요인 분석을 통한 대전 계족산 황톳길 장소마케팅 전략

• 영문명: Place Marketing Strategy of Daejeon s Red Clay Trail on Gyejok Mountain through Analysis of the Importance and Satisfaction Levels of Visitors
• 발행기관: 한국지역개발학회
• 저자명: 강병수(Kang, Bung-Su) 우소영(Woo, So-Young)
• 간행물 정보: 『한국지역개발학회지』제28권 제3호, 239~262쪽, 전체 24쪽
• 주제분류: 사회과학 > 지역개발
• 파일형태: PDF
• 발행일자: 2016.08.30

영문 초록

This research explored the levels of importance and satisfaction of visitors to the red clay trail on Gyejok Mountain in Daejeon through an Importance-Satisfaction Analysis as a way to improve visitors’ place image of the trail and identified factors influential in making it more attractive. Influential factors include nature & environment factors, culture & experience factors, neighborhood & facility factors, and transportation & accessibility factors. Research was conducted through a survey with the identified factors as its basis and found that visitors regarded healing(health) as the most important and the most satisfying factors. Using structural equation modeling analysis, the study successively analyzed whether the levels of importance and satisfaction of the visitors affected place image or not. The study found that the importance and the satisfaction rate of the visitors influenced the eco-healing image and the functional image . Also, visitors image had an effect on their positive behavior. Based on these results, this study suggested place marketing strategies for the red clay trail on Gyejok Mountain in Daejeon.

키워드

대전 계족산 황톳길(Daejeon s Red Clay Trail on Gyejok Mountain) 장소 마케팅 전략(Place Marketing Strategy) 중요도･ 만족도 분석(Importance Satisfaction Analysis) 구조방정식모형(Structural Equation Modeling)