관광객의 동기에 따른 시장세분화와 만족관계

• 영문명: Segmentation of Tourist Motivation and the Relationship between the Motivation and Satisfaction: Focusing on the Moderating Effect of Representative List of the World Heritage Site
• 발행기관: 한국관광학회
• 저자명: 오민재
• 간행물 정보: 『관광학연구』제36권 제2호, 179~199쪽, 전체 21쪽
• 주제분류: 사회과학 > 관광학
• 파일형태: PDF
• 발행일자: 2012.03.31

영문 초록

The purpose of this study was to better understand visitor segmentation at World Heritage sites based on a visitors motivation profile and the moderating effect of representative list of World Heritage sites. A total 528 valid samples were collected from 11 – 26 September as the Andong Hahoe Folk Village. Data was analyzed with descriptive statistics, Exploratory Factor Analysis (EFA), cluster analysis, discriminant analysis, cross-tab and regression analysis. World Heritage motivation questions measuring the results of factor analysis ‘Cultural Heritage’, ‘Friendly’, ‘Tourist Attraction’, ‘Novelty’ and ‘Escape’ of the five factors were derived from EFA. Cluster analysis of tourist types according to the tourists’ motivations are ‘Escape and Socialization seekers’, ‘Cultural Heritage seekers’, ‘Relaxation seekers’ and ‘Attraction seekers’. In addition, findings indicate that in the relationship between motivation and satisfaction, the results of hierarchial regression analysis which focused on the moderating effect of a representative list of the World Heritage site were that the representative list is evidenced to influence the relationship between tourists’ motivation and satisfaction.

목차

I. 서론

II. 이론적 배경

III. 연구방법

IV. 분석결과

V. 결론

참고문헌

키워드

유산관광 세계문화유산 관광객 동기 만족 Heritage tourism World cultural heritage sites Tourism motivation Satisfaction