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A Study on Determinants Affecting the Perception ofNew Environmental Paradigm(NEP) Through Ecological Interpretation

  • Journal of Tourism Sciences
  • Abbr : JTS
  • 2013, 37(1), pp.167-190
  • Publisher : The Tourism Sciences Society Of Korea
  • Research Area : Social Science > Tourism

Minjae Oh 1

1한세대학교

Accredited

ABSTRACT

This research was conducted for the purpose of exploring determinants affecting the perception of new environmental paradigm (NEP) and revealing its marketing implementations. Results from analysis are as follows. First, 3 factors (humans over nature, balance of nature, limits to growth) were delineated among 12 NEP scales, and 3 factors (contents, media, method) among interpretation program through factor analyses. By utilizing factor analysis there were derived 3 factors (functional value, overall value, emotional value) among perceived value, and 2 factors (satisfaction of visit, satisfaction of interpretation) among satisfaction variables. To understand the level of environmental perception, this study used sum of NEP scales and by utilizing K-means cluster analysis, total samples were divided into 3 groups (high NEP group [n=122, 52≤NEP], medium NEP group [n=244, 44≤NEP≤51], low NEP group [n=74, NEP≤43]). Third, the determinant variables having influence on each segment cluster were derived such as visitors’ characteristics (age, income and length of time), interpretation program (contents), perceived value (functional value), satisfaction (satisfaction of interpretation).

Citation status

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