수목원 방문자들의 지각된 가치, 만족 및 재방문 의도간의 관계 = Perceived Value, Satisfaction and Revisit Intention for Arboretum Visitors

다국어 초록 (Multilingual Abstract)

The purpose of this study was to investigate the causal relationship among perceived value, satisfaction and revisit intention for visitors of the Korea National Arboretum. Three hundred respondents were selected by quota sampling, and well-known measurement scales utilized in marketing field were adopted in order to measure three variables with some modification to apply for arboretum visitors. Results of structural equation model showed that perceived value affected visitors` satisfaction, which in turn influenced revisit intention. Specifically, emotional value had the most significant influence on satisfaction, followed by value for money and novelty value; however, social value was not an influential construct. Based on calibration results, several strategies were suggested for the effective management. Authors advised that (a)improvement of measurement scale of value, (b)inclusion of self-congruity as antecedent variable to satisfaction, (c)changing revisit intention to word-of-mouth communication as a post-purchase behavioral intention, and (d)implementation of market segmentation should be considered for future research.

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