Journal of Digital Convergence (디지털융복합연구)

The Society of Digital Policy and Management (한국디지털정책학회)
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Selection attributes importance and satisfaction for research on the development of the Baekdudaegan

백두대간권 개발을 위한 여행지 선택속성 중요도와 만족도에 관한 연구

  • Kim, Tae-Dong (Dept. of Tourism and Environment, Research Institute for Gangwon) ;
  • Koo, Jee-Hyun (Dept. of Business Administration, Hankuk University of Foreign Studies) ;
  • Lee, Seok-Jun (Dept. of Management Information Systems, Sangji University) ;
  • Choi, A-Reum (Dept. of Liberal arts and Teaching, Halla University)
  • 김태동 (강원발전연구원 관광환경연구실) ;
  • 구지현 (한국외국어대학교 경영학과) ;
  • 이석준 (상지대학교 경영정보학과) ;
  • 최아름 (한라대학교 교양교직과정부)
  • Received : 2015.12.09
  • Accepted : 2016.02.20
  • Published : 2016.02.28
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Abstract

Domestic and foreign tourists to visit the Baekdudaegan are increasing every year. The purpose of this study is to promote regional development in the Baekdudaegan and to improve the satisfaction of the people who visit the Baekdudaegan area recognized in underdeveloped area. It surveyed the age of 19 years old. Analysis of the factors of selection attributes importance and satisfaction, and the group was separated through cluster analysis. It analyzed a significant difference in the degree of revisit intention and intention of recommendation by cluster groups. They were divided into four groups, according to the selection attributes importance and satisfaction. Groups showed significant differences in the degree of revisit intention and intention of recommendation. The environment elements importance and satisfaction have affected revisit intention and intention of recommendation. It has found out that environment elements have an important factor in selecting the destination and these selection attributes satisfactions have a positive influence on future behavior intention.

백두대간을 방문하는 관광객이 증가하고 있는 추세이다. 본 연구의 목적은 백두대간 지역을 방문하는 국민들의 만족도를 제고시키고 낙후지역으로 인식되고 있는 백두대간권 지역발전을 도모하기 위함이다. 연구를 위하여 전국의 만 19세 이상을 대상으로 설문조사를 실시하여 여행지 선택속성 중요도와 만족도의 요인을 분석하고 군집분석을 실시하여 그룹을 구분하고 그룹별 재방문의도 및 추천의도의 유의적인 차이를 분석하였다. 선택속성 중요도와 만족도에 따라 그룹을 구분한 결과 각각 4개의 그룹으로 분류되었으며, 그룹에 따라 재방문의도 및 추천의도에서 통계적으로 유의적인 차이가 나타났다. 환경요소를 중요하게 고려할수록, 환경요소에 대한 만족도가 높을수록 재방문의도 및 추천의도가 높게 나타났다. 환경요소가 여행지를 선택함에 있어 중요한 요인이며, 이러한 선택속성의 만족도가 높을수록 향후 행동의도에 긍정적인 영향을 준다는 것을 알 수 있었다.

Keywords

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