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A Study on the Subjective Perceptions of Visitors to the Gamcheon Culture Village Using Q Methodology

Lee, Sang Ho 1,  Jung-Min Lee 1

1부산대학교

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ABSTRACT

The main purpose of this study was to identify and interpret the visitors’ subjective perceptions of Gamcheon Culture Village using Q methodology. Two discriminative methods were applied to increase reliability when interpreting the analysis results. First, centrality of trip purpose and depth of experience were used as a frame for the analysis of the visitors’ subjectivity. Second, in content analysis, a generalized reliability coefficient was applied to solve methodological problems such as the overestimation of the visitors’ motivation and experience, and the discretionary allocation of the estimates. Stated questionnaires were selected from various visitor reply opinions to the online articles, Naver blogs and Trip advisors related to the village. Four different factors of subjective perceptions - sightseeing, casual, serendipitous and incidental cultural tourists - were found. The results showed that the village is perceived as a multipurpose tourism place for friends, couples and family to visit. Also, factors such as pleasure and recreation were related to the attractiveness of the village, and therefore should be emphasized. Consequently, the identified four visitor factors were the characteristics peculiar to the village. Finally, several managerial implications that should be appealing to potential visitors to be done by the manager of the village were suggested.

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