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이정인(Lee, Jeongin),정강환(Jeong, Ganghoan),이진아(Lee, Jina) 한국상품학회 2015 商品學硏究 Vol.33 No.6
전 세계적으로 가든을 찾는 방문객수가 크게 증가하고 있으며, 가든방문이 주요한 레저활동 가운데 하나로 주목받고 있다. 하지만 가든은 관광과 레크레이션 경영연구에서 관심받지 못했다. 본 연구는 가든관광과 관련된 연구가 부족한 현실에서, 관광학적 측면에서 문헌연구를 통해 가든관광을 규명하고자 한다. 그리고 상설가든과 비상설가든 방문객들의 방문동기분석을 통해 가든방문객시장을 세분화하여 표적시장을 규명하고 상설가든과 비상설가든에 따른 효율적인 마케팅방안을 제시하는데 목적이 있다. 연구결과, 가든을 방문하는 주요고객층은 여성이며 40대 이상의 나이가 있는 연령층이 핵심고객으로 파악되었으며, 가족비율이 높은 것으로 나타났다. 가든방문동기요인에서는 상설가든과 비상설가든을 비교하는데 있어 이색체험요인이 비상설가든에서 높게 나타나 뚜렷하게 구분되는 요인으로 나타나, 일시적인 기간에 개최되는 축제와 이벤트 프로그램이 방문객들에게 큰 동기부여가 되는 것을 알 수 있었다. 가든방문동기요인에 따른 군집분석결과 상설가든은 일상탈출동기요인과 체험·교류 동기요인에 관심이 많은 위락추구형이 주요그룹인 것으로 나타났으며, 인터넷과 SNS를 통해 방문하는 것으로 파악되었다. 비상설가든은 모든 동기요인에 관심이 많은 다목적추구형 그룹이 좀 더 높은 비중을 차지하는 그룹이며 가족 과 친구·연인의 동반형태로 방문하며 구전과 TV매체를 통해 방문하는 것으로 나타났다. 상설가든과 비상설가든의 방문객시장의 특성에 따라 마케팅 전략이 수립되어져야 한다. 전략적 함축이 가든매니져들에게 제안되었다. The number of garden visitors is increasing globally and garden visiting is one of notable leisure activities. Despite that fact, the garden visiting subject has been a consistent neglect among tourism and recreation management sectors. Due to the limitation of research on garden tourism, this study implies to investigate the garden tourism through the literature research in terms of tourismperspectives. The main purpose of this study is to investigate the characteristics of the segmented market of permanent and tentative garden visitors according to visitors' motivations, and also suggest effectivemarketing strategy for garden visitors. From the research results, the majority of garden visitors appears to be mature females over 40's and notably they are family based. From the comparison of motivation factors between permanent garden and tentative garden visitors, the 'unique experience ' factor is more significant for tentative garden visitors, which means that temporary festival or event programs inside gardens could be the significant trigger to attract more garden visitors. Finally, visitors' motivation factors from the two different type of gardens are classified as 3 clusters, which are 'Multi-purpose seekers', 'Simple participation seekers' and 'Amusement seekers'. Those groups show significant differences among motivation factors. 'Amusement seekers' are large in permanent garden which means that they tend to seek 'Escape from daily life' and 'Experience and interaction'. Whereas 'Multi-purpose seekers' is large in tentative garden. Furthermore, significant differences in visiting types and information sources were discovered among two groups. Fromthe research results, concrete and differentiatedmarketing strategies have to be applied for the two segmented market and strategic implications should be proposed for gardenmanagers.
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Zhao Yijing,Shang Wenwen,Chen Nan,Jeong, GangHoan 한국문화산업학회 2016 문화산업연구 Vol.16 No.3
The rapid growth in international tourism has motivated many countries to promote their cities as tourist destinations. The host country or region of Olympic Games, World cup and EXPO got attention from the world by fastest speed and usually be chosen as the popular tourism destination. Since Pyeongchang was declared the host region for 2018 Olympic Winter Games, Korea has been preparing in many ways to improve Pyeongchang as a global city. This study research 2018 PyeongChang Winter Olympic official website information service from the perspective of destination marketing system(DMS). Then the study uses impact-range performance analysis and asymmetry analysis, which are improved versions of importance-performance analysis, to examine how visitors evaluate the offcial website information service. Results of a questionnaire survey on Chinese respondents reveal the performance of different website information service, their different levels of impact on visitors satisfaction, and the probability that they will generate satisfaction or dissatisfaction. The theoretical and practical implications of these findings are discussed. The rapid growth in international tourism has motivated many countries to promote their cities as tourist destinations. The host country or region of Olympic Games, World cup and EXPO got attention from the world by fastest speed and usually be chosen as the popular tourism destination. Since Pyeongchang was declared the host region for 2018 Olympic Winter Games, Korea has been preparing in many ways to improve Pyeongchang as a global city. This study research 2018 PyeongChang Winter Olympic official website information service from the perspective of destination marketing system(DMS). Then the study uses impact-range performance analysis and asymmetry analysis, which are improved versions of importance-performance analysis, to examine how visitors evaluate the offcial website information service. Results of a questionnaire survey on Chinese respondents reveal the performance of different website information service, their different levels of impact on visitors satisfaction, and the probability that they will generate satisfaction or dissatisfaction. The theoretical and practical implications of these findings are discussed.
KCI
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