농촌지도와개발 (Journal of Agricultural Extension & Community Development)

  • 제29권3호
  • /
  • Pages.155-172
  • /
  • 2022
  • /
  • 1976-3107(pISSN)
  • /
  • 2384-3705(eISSN)
한국농촌지도학회 (Korean Society of Agricultural Extension)
권호 표지
DOI QR코드

DOI QR Code

생태관광 동기에 따른 세분시장별 선호 체험프로그램 - 새만금지역 관광객을 대상으로 -

Ecotourist Segmentation by Motivation - Case of Saemangum -

  • 박희원 (공주대학교 산업과학대학 지역사회개발학과) ;
  • 이민수 (한국농수산대학교 교양공통학과) ;
  • 박덕병 (공주대학교 산업과학대학 지역사회개발학과)
  • Park, Hee-Won (Department of Community Development, College of Industrial Science, Kongju National University) ;
  • Lee, Min-Soo (Department of Liberal Arts, Korea National University of Agriculture and Fisheries) ;
  • Park, Duk-Byeong (Department of Community Development, College of Industrial Science, Kongju National University)
  • 투고 : 2022.08.15
  • 심사 : 2022.09.15
  • 발행 : 2022.09.30
PDF 다운로드
⟨ 이전 논문 다음 논문 ⟩

초록

Ecotourism as a alternative tourism destination has to adapt to current market mechanisms, which is becoming extremely competitive and which are dominated by communication and promotion strategies and techniques. We need to know the causative factors and influences by which tourists are motivated to become included in various market segments. The primary purpose of this study is to segment and profile the motivations of ecotourist, so as to enable a better understanding of ecotourism in Korea. A self-administered survey was collected from 200 tourists in the study area. A factor-clustering method identified four distinct segments: want-it-all seeker, passive seeker, aesthetic seeker, value sharing seeker. We conclude by considering the relevant of our findings to ongoing discussions of ecotourists' market segmentation.

키워드

과제정보

본 논문은 농촌진흥청 연구사업(PJ016269022021)의 지원에 의해 이루어진 결과의 일부임

참고문헌

  1. 김경희. (2014). 생태체험마을 방문 동기에 따른 시장세분화. 농촌지도와 개발, 21(3), 25-52. https://doi.org/10.12653/jecd.2014.21.3.0025
  2. 김경희, 이충기, & 오민재. (2020). 생태관광지의 사회적 책임(DSR)을 이용한 생태관광객의 시장세분화 연구: 창녕 우포늪을 대상으로. 관광연구저널, 34(9), 91-108. https://doi.org/10.21298/IJTHR.2020.9.34.9.9
  3. 김선영, 장병주, & 이준. (2007). 생태관광동기, 여가만족, 삶의 질의 영향관계 연구. 관광연구, 22(2), 59-76.
  4. 김영태. (2001). 생태관광시장의 시장세분화: 대전 충남지역 관광객들의 심리적 요인을 중심으로. 관광학연구, 25(1), 233-251.
  5. 김용중, & Slevitch, L. (2013). 방문동기에 따른 생태관광 시장세분화. 호텔관광연구, 15(1), 65-82.
  6. 김현룡, 성연, & 변우희. (2010). 환황해권 시대에 대응한 새만금 생태관광개발의 경쟁력요인 평가. 관광학연구, 34(5), 199-219.
  7. 박덕병, 문선희, & 윤유식. (2010). 제주 농촌관광 방문객의 관광동기에 따른 시장세분화. 관광학연구, 34(4), 203-227.
  8. 박덕병, 조록환, 최재웅, 노용호, 이민수, & 이혜현. (2006). 농촌관광 활성화를 위한 농촌관광마을 방문객 선호 및 시장세분화. 수원: 농촌진흥청.
  9. 정윤정, & 김성일. (2018). 생태관광지 방문객의 동기 및 태도에 따른 시장세분화: 경기도 대부 해솔길 방문객을 중심으로. 한국조경학회지, 46(3), 46-57. https://doi.org/10.9715/KILA.2018.46.3.046
  10. 환경부. (2015). 생태관광 운영 가이드라인. 세종: 환경부.
  11. 환경부. (2022). 우리나라 생태관광 이야기. 세종: 환경부. http://www.eco-tour.kr/
  12. 한국문화관광연구원. (2017). 2016년 한국관광조사.서울: 한국문화관광연구원.
  13. Awaritefe, O. (2004). Motivation and other considerations in tourist destination choice: A case study of Nigeria. Tourism Geographies, 6(3), 303-330. https://doi.org/10.1080/1461668042000249638
  14. Beh, A., & Bruyere, B. L. (2007). Segmentation by visitor motivation in three Kenyan national reserves. Tourism Management, 28(6), 1464-1471. https://doi.org/10.1016/j.tourman.2007.01.010
  15. Blamey, R. K. (2001). Principles of ecotourism. In D.B. Weaver (Ed.), The encyclopedia of ecotourism (pp. 4-22). Wallingford: CAB International.
  16. Blamey, R. K., & Braithwaite, V. A. (1997). A social values segmentation of the potential ecotourism market. Journal of Sustainable Tourism, 5(1), 29-45. https://doi.org/10.1080/09669589708667274
  17. Carvache-Franco, M., Segarra-Ona, M., & CarrascosaLopez, C. (2019). Segmentation by motivation in ecotourism: Application to protected areas in Guayas, Ecuador. Sustainability, 11(1), 240. https://doi.org/10.3390/su11010240
  18. Carrascosa-Lopez, C., Carvache-Franco, M., MondejarJimenez, J., & Carvache-Franco, W. (2021). Understanding motivations and segmentation in ecotourism destinations: Application to natural parks in Spanish Mediterranean area. Sustainability, 13(9), 4802. https://doi.org/10.3390/su13094802
  19. Das, M., & Chatterjee, B. (2015). Ecotourism: A panacea or a predicament? Tourism Management Perspective, 14, 3-16. https://doi.org/10.1016/j.tmp.2015.01.002
  20. Eubanks, T., Stoll, J., & Ditton, R. (2004). Understanding the diversity of eight birder sub-populations: Sociodemographic characteristics, motivations, expenditures and net benefits. Journal of Ecotourism, 3(3), 151-172. https://doi.org/10.1080/14664200508668430
  21. Font, X. (2002). Environmental certification in tourism and hospitality: Progress, process and prospects. Tourism Management, 23(3), 197-205. https://doi.org/10.1016/S0261-5177(01)00084-X
  22. Font, X., & Harris, C. (2004). Rethinking standards from green to sustainable. Annals of Tourism Research, 31(4), 986-1007. https://doi.org/10.1016/j.annals.2004.04.001
  23. Galley, G., & Clifton, J. (2004). The motivational and demographic characteristics of research ecotourists: Operation Wallacea volunteers in Southeast Sulawesi, Indonesia. Journal of Ecotourism, 3(1), 69-82. https://doi.org/10.1080/14724040408668150
  24. Gnoth, J. (1997). Tourism motivation and expectation formation. Annals of Tourism Research, 24(2), 283-304. https://doi.org/10.1016/S0160-7383(97)80002-3
  25. Gu, X. P., Lewis, B. J., Niu, L. J., Yu, D. P., Zhou, L., Zhou, W. M., et al. (2018). Segmentation by domestic visitor motivation: Changbai mountain biosphere reserve, China. Journal of Mountain Science, 15(8), 1711-1727. https://doi.org/10.1007/s11629-017-4708-1
  26. Hair, J. F., Black, W. C., Babin, B. J., Anderson, R. E., & Tatham, R. L. (2006). Multivariate date analysis (6th ed.). Upper Saddle River, NJ: Prentice Hall.
  27. Hultman, M., Kazeminia, A., & Ghasemi, V. (2015). Intention to visit and willingness to pay premium for ecotourism: The impact of attitude, materialism, and motivation. Journal of Business Research, 68(9), 1854-1861. https://doi.org/10.1016/j.jbusres.2015.01.013
  28. Huppes, G., & Ishikawa, M. (2009). Eco-efficiency guiding micro-level actions towards sustainability: Ten basic steps for analysis. Ecological Economics, 68(6), 1687-1700. https://doi.org/10.1016/j.ecolecon.2009.01.007
  29. Jamal, T., Borges, M., & Stronza, A. (2006). The institutionalisation of ecotourism: Certification, cultural equity and praxis. Journal of Ecotourism, 5(3), 145-175. https://doi.org/10.2167/joe120.0
  30. Jang, S., & Cai, L. A. (2002). Travel motivations and destination choice: A case study of British outbound market. Journal of Travel & Tourism Marketing, 13(3), 111-133. https://doi.org/10.1080/10548400209511570
  31. Kao, C. H. (1995). A three-factor model of leisure benefits. Journal of Outdoor Recreation Study, 8(1), 67-78.
  32. Kerstetter, D. Hou, J., & Lin, C. (2004). Profiling Taiwanese ecotourists using a behavioral approach. Tourism Management, 25(4), 491-498. https://doi.org/10.1016/S0261-5177(03)00119-5
  33. Lambin, J.-J. (2000). Market-driven management. Strategic & Operational Marketing. Basingstoke, England: Palbrave.
  34. Lee, C. K., & Mjelde, J. W. (2007). Valuation of ecotourism resources using a contingent valuation method: The case of the Korean DMZ. Ecological Economics, 63(2-3), 511-520. https://doi.org/10.1016/j.ecolecon.2006.12.011
  35. Lee, T. H., Jan, F. H., Tseng, C. H., & Lin, Y. F. (2018). Segmentation by recreation experience in island-based tourism: A case study of Taiwan's Liuqiu Island. Journal of Sustainable Tourism, 26(3), 362-378. https://doi.org/10.1080/09669582.2017.1354865
  36. Lee, S., Lee, S., & Lee, G. (2014). Ecotourists' movtivation and revisit intention: A case study of restored ecological parks in South Korea. Asia Pacific Journal of Tourism Research, 18(11), 1327-1344. doi:10.1080/10941665.2013.852117
  37. Lee, S. C. (1994). Canonical analysis: The interrelationship of paddlers' specialization levels, motivations and preferences for site attributes. Journal of Outdoor Recreation Study, 7(3), 39-62.
  38. Lin, J. S., & Huang, W. C. (2000). Tourists' perception cognition and participation in eco-tours: An application of structural equation modeling. Journal of Outdoor Recreation Study, 13(2), 45-65.
  39. McCarthy, E., & Perreault, W. (1982). Essentials of marketing. Chicago, IL: Irwin.
  40. Neuts, B., Romao, J., Nijkamp, P., & Shikida, A. (2016). Market segmentation and their potential economic impacts in an ecotourism destination: An applied modelling study on Hokkaido, Japan. Tourism Economics, 22(4), 793-808. ttps://doi.org/10.1177/1354816616654252
  41. Park, D. B., & Yoon, Y. S. (2009). Segmentation by motivation in rural tourism: A Korean case study. Tourism Management, 30(1), 99-108. https://doi.org/10.1016/j.tourman.2008.03.011
  42. Palacio, V., & McCool, S. F. (1997). Identifying ecotourists in Belize through benefit segmentation: A preliminary analysis. Journal of Sustainable Tourism, 5(3), 234-243. https://doi.org/10.1080/09669589708667288
  43. Reynolds, P. C., & Braithwaite, D. (2001). Towards a conceptual framework for wildlife tourism. Tourism Management, 22(1), 31-42. https://doi.org/10.1016/S0261-5177(00)00018-2
  44. Sheena, B., Mariapan, M., & Aziz, A. (2015). Characteristics of Malaysian ecotourist segments in Kinabalu Park, Sabah. Tourism Geographies, 17(1), 1-18. https://doi.org/10.1080/14616688.2013.865069
  45. Silent, N. D., Ndivhuwo, T., & Tondani, M. (2018). The psychographic and behavioural descriptors of ecotourists at capricorn district municipality: Segmentation study. EuroEconomica, 37(2), 119-132.
  46. Swain, M., & Swain, M. (2004). An ecofeminist approach to ecotourism development. Tourism Recreation Research, 29(3), 1-6. https://doi.org/10.1080/02508281.2004.11081451
  47. Tao, C., Eagles, P., & Smith, S. (2004). Profiling Taiwanese ecotourists using a self-definition approach. Journal of Sustainable Tourism, 12(2), 149-168. https://doi.org/10.1080/09669580408667230
  48. Tkaczynski, A., Rundle-Thiele, S. R., & Prebensen, N. K. (2015). Segmenting potential nature-based tourists based on temporal factors: The case of Norway. Journal of Travel Research, 54(2), 251-265. https://doi.org/10.1177/0047287513514296
  49. Weaver, D. B., & Lawton, L. J. (2007). Twenty years on: The state of contemporary ecotourism research. Tourism Management, 28(5), 1168-1179. https://doi.org/10.1016/j.tourman.2007.03.004
  50. Weaver, D. B., & Lawton, L. J. (2002). Overnight ecotourist market segmentation in the Gold Coast hinterland of Australia. Journal of Travel Research, 40(3), 270-280. https://doi.org/10.1177/004728750204000305
  51. Weiler, B., & Richins, H. (1995). Extreme, extravagant and elite: A profile of ecotourists on Earthwatch expeditions. Tourism Recreation Research, 20(1), 29-36. https://doi.org/10.1080/02508281.1995.11014730
  52. Wight, P. (1993). Ecotourism: Ethics or eco-sell? Journal of Travel Research, 31(3), 3-9. https://doi.org/10.1177/004728759303100301
  53. Wurzinger, S., & Johansson, M. (2006). Environmental concern and knowledge of ecotourism among three groups of Swedish tourists. Journal of Travel Research, 45(2), 217-226. https://doi.org/10.1177/0047287506291602
  54. Yoon, Y., & Uysal, M. (2005). An examination of the effects of motivation and satisfaction on destination loyalty: A structural model. Tourism Management, 26(1), 45-56. https://doi.org/10.1016/j.tourman.2003.08.016
  55. Zografos, C., & Allcroft, D. (2007). The environmental values of potential ecotourists: A segmentation study. Journal of Sustainable Tourism, 15(1), 44-66. https://doi.org/10.2167/jost572.0