Understanding National Park Visitors' Value System Using Laddering Technique

Kwon, Eun-Jung; Kwon Yoo Hong; Joungkoo Park

Journal of Tourism Sciences

Abbr : JTS
2012, 36(5), pp.11-30
Publisher : The Tourism Sciences Society Of Korea
Research Area : Tourism

Kwon, Eun-Jung ¹, Kwon Yoo Hong ², Joungkoo Park ³

¹국립공원관리공단
²한림국제대학원대학교
³동국대학교

ABSTRACT

This study aims to identify attributes, consequences, and values of national park visitors. In this effort, a means-end chain theory and laddering technique was applied to data sets from summit climbers and Dullegil hikers. According to a survey of 150 visitors to Bukhansan and Jirisan conducted from 5 to 26 May 2011, visitors grouped between the two categories revealed different visitor values. Specifically, a key finding of the research was that summit climbers were found to have a value chain of natural scenery-appreciation of nature-joy. Contrasted with this were Dullegil hikers whom had a value chain of natural scenery-appreciation of nature-preciousness of nature, showing a slight difference. The former also put their priority on the feeling of achieving and joy, while the latter cherished preciousness of nature and peace of mind. This fact that summit climbers and Dullegil hikers showed different attitudes needs to be considered when national parks make new Dullegils, install facilities and manage visitors in the future.
KEYWORDS

National park, Summit climbers, Dullegil hikers, Means-end chain theory, Laddering technique
REFERENCES (33)

[journal] 강성일 / 2011 / Jeju Olle Tourists' Travel Motivation, Environmental Attitude and Sense of Wellbeing / 관광연구 / 대한관광경영학회 25(6) : 23~40

[journal] 강영애 / 2011 / Analysis of Attractiveness of Eco-tourism Program in National Park Using IPA - Focusing on the Nature-Ecology and History-Culture Programs - / 관광연구논총 / 관광연구소 23(1) : 147~168

[report] 국립공원관리공단 / 2009 / 북한산국립공원 둘레길 조성 방안 연구 용역

[report] 국립공원관리공단 / 2010 / 국립공원 탐방 이용행태연구

[report] 국립공원관리공단 / 2011 / 국립공원기본통계

[journal] 권헌교 / 2010 / Development of the Carrying Capacity Indicators Management Program based on VERP model in Hallasan National Park / 한국임학회지 / 한국임학회 99(4) : 508~516

[journal] 김인신 / 2011 / The Analysis of the Relationship among Jeju-Olle Attributes, Walking Tourists’ Benefits and Perceived Values - Application of Means-End Chain Theory - / 관광연구논총 / 관광연구소 23(2) : 127~154

[confproc] 박시사 / 2010 / 도보여행객의 여행동기에 따른 시장 세분화 연구 / 한국관광학회제 68차 학술연구 발표 논문집

[journal] 박영아 / 2009 / An exploratory study of walking-tour motivation:The case of Je-Ju Island 'Ol-Legil' / 관광학연구 / 한국관광학회 33(7) : 75~93

[journal] 박장근 / 2000 / 국립공원 등산객의 행태에 따른 시설만족도 조사 / 한국사회체육학회지 13 : 721~736

[thesis] 송기인 / 2003 / 소프트웨어를 사용한 폐쇄형 래더링 기법의 개발과 광고전략에의 적용 / 박사 / 경희대학교 대학원

[journal] 심규원 / 2010 / A Causality Analysis on the Relationship Between National Park Visitor Use and Economic Variables / 한국임학회지 / 한국임학회 99(4) : 573~579

[journal] 유기준 / 2002 / 산악형 국립공원에서의 이용 및 관리속성에 대한 탐방객 태도 : 강원도 소재 국립공원을 대상으로 / 한국산림휴양학회지 6(2) : 49~59

[journal] 유행주 / 2008 / An Analysis on the Ultimate Value of hikers living in Seoul and Vicinity According to Outdoor Leisure Participation / 호텔관광연구 / 한국호텔관광학회 10(1) : 105~117

[journal] 이훈기 / 2011 / Analysis of Affecting Factors to Attractiveness of National Parks in Gangwon-do Using Structural Equation Model / 국토계획 / 대한국토·도시계획학회 46(1) : 105~115

[journal] 정철 / 2010 / An Examination of the Relationship between Jeju Olle Tourists' Motivation and Pre-visit Image / 관광학연구 / 한국관광학회 34(4) : 13~33

[journal] 정철 / 2011 / Walking tourists' environmental paradigm and psychological well-being - Comparison between Participants and Non-participants on Walking Tourism - / 관광연구논총 / 관광연구소 23(1) : 109~124

[journal] 조규남 / 2009 / Visitors Behavior and Their Satisfaction on Nature Trails in Mt. Jiri National Park / 농업생명과학연구 / 농업생명과학연구원 43(1) : 9~16

[thesis] 한학진 / 2007 / 수단-목적 사슬(Means-end chain) 이론을 적용한 탐조객의 가치추구분석 / 박사 / 세종대학교 대학원

[thesis] 황병춘 / 2008 / 세계문화유산관광자 가치추구 연구 : Laddering 기법을 중심으로 / 박사 / 경기대학교 대학원

[journal] Alison, J. M. / 2005 / Understanding tourist behavior using Means-End Chain theory / Annals of Tourism Research 32(1) : 259~262

[journal] Claeys, C. / 1995 / Consumer's means-end chain for 'think' and 'feel' products / International Journal of Research in Marketing 12 : 193~208

[journal] Gengler, C. E. / 1995 / Improving the graphic representation of means-end results / International Journal of Research in Marketing 12(3) : 245~256

[journal] Gutman, J. A. / 1982 / Means-end model based on consumer categorization processes / Journal of Marketing 46(Spring) : 60~72

[book] Gutman, J. / 1979 / An investigation of the levels of cognitive abstraction utilized by consumers in product differentiation, In Attitude research under the sun / American Marketing Association

[book] Kahle, L. R. / 1983 / Social values and social change: Adaptation to the life in America / Praeger

[journal] Klenosky, D. B. / 2002 / The pull of tourism destinations : A means-end investigation / Journal of Travel Research 40 : 385~395

[journal] Naoi, T. / 2006 / Visitors' evaluation of an historical district : Repertory Grid Analysis and laddering analysis with photographs / Tourism Management 27 : 420~436

[journal] Reynolds, T. J. / 1988 / Laddering theory, method analysis, and interpretation / Journal of Advertising Research 28 : 11~31

[journal] Richard P. B. / 1999 / Goal setting and goal striving in consumer behavior / Journal of Marketing 63 : 19~32

[journal] Rokeach, M. / 1968 / The role of values in public opinion research / Public Opinion Quarterly 32(4) : 547~559

[journal] Skytte, H. / 2004 / The concept retailer value : A means-end chain analysis / Agribusiness 20(3) : 323~345

[journal] Steven P. / 2012 / Destination positioning opportunities using personal values : Elicited through the Repertory test with laddering analysis / Tourism Management 33 : 100~107
KCI Citation (12)

KJC Korea
Journal Central

Statistics

Tools