A Study on Birdwatching Experts’ Value Pursuit Using the Hard Laddering Method (수단-목적 사슬(Means-End Chain)이론의 하드 래더링 기법을 적용한 탐조객의 가치분석)

한학진; Seongseop Kim (김성섭)

A Study on Birdwatching Experts’ Value Pursuit Using the Hard Laddering Method

Journal of Tourism Sciences
Abbr : JTS
2007, 31(3), pp.31-54
Publisher : The Tourism Sciences Society Of Korea
Research Area : Social Science > Tourism

한학진 ¹, Seongseop Kim ²

¹한성디지털대학교 관광경영학과
²세종대학교

Accredited

ABSTRACT

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.핵심용어(Key words):수단-목적 사슬, 하드래더링, 탐조여행, 내용코드, 함축매트릭스, 가치 맵

KEYWORDS

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Citation status

* References for papers published after 2023 are currently being built.

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