수단-목적 사슬(Means-End Chain)이론의 하드 래더링 기법을 적용한 탐조객의 가치분석

• 영문명: A Study on Birdwatching Experts’ Value Pursuit Using the Hard Laddering Method
• 발행기관: 한국관광학회
• 저자명: 한학진 김성섭
• 간행물 정보: 『관광학연구』제31권 제3호, 31~54쪽, 전체 24쪽
• 주제분류: 사회과학 > 관광학
• 파일형태: PDF
• 발행일자: 2007.06.30

영문 초록

This study attempted to identify ultimate value of serious bird-watching tourists’, using the means-end analysis which is also called laddering. Means-end theory deals with attributes, consequences, and values as basic content of consumer product knowledge stored in memory. The interview method used in this study is ‘hard laddering.’ Fifty seven birdwatching experts throughout Korea were interviewed to find out their ultimate value in bird-watching activity. The respondents of this study consisted of those who possess a high level of specialization in bird-watching, such as nature interpreters, environment-related civil servants, and bird researchers. The results of this study indicated that the most dominant linkage is ‘interest in birds’(A)-‘preservation of bird-related ecosystem’(C)-‘enhancement of nature preservation spirits’(V). This result implies that human beings should recognize the importance of nature and its preservation through bird-watching activities.

목차

I. 서론

II. 이론적 배경

III. 실증 분석

IV. 요약 및 결론

참고문헌

키워드

수단-목적 사슬 하드래더링 탐조여행 내용코드 함축매트릭스 가치 맵