수산관광축제의 고유성이 방문객 만족도에 미치는 영향 : 기장멸치축제를 중심으로

다국어 초록 (Multilingual Abstract)

Prior research on the fishery village tourism has mainly focused on the development and activities in the field, but lacking in strategic approaches. To overcome such a limitation, this study intends to measure visitors' authenticity on Gijang Anchovy Festival, test reliability and validity of the measurement items, and to identify the relationships among variables by a regression analysis of visitors' satisfaction.
Authenticity means the value of existence. The types of tourism in fishing villages have been classified as fishery tourism, resource tourism and ecotourism and each of them has its own authenticity. Based on previous research, this study classified it into three factors such as objective authenticity, experiential authenticity and inauthenticity.
To analyze the current situation of Daebyeon Anchovy Festival, measurement scales were developed and survey was conducted on the visitors for the three days from April 20 to 23, 2007. A total of 211 questionnaires were distributed and 208 were collected, The questionnaire contains 25 items on authenticity and 4 items on satisfaction and all the items were measured on the 7 Likert scale. It also has 8 items on demographic characteristics.
On the test of reliability and validity of the authenticity, 24 items were used, Cronbach's α was 0.7 and correlation was higher than 0.3. Factors of objective authenticity, experiential authenticity and inauthenticity were drawn from the factor analysis, which means that the 24 items may be used to measure authenticity of fishery festivals. The findings show that the evaluation score was 4.89 for objective authenticity, 4.36 for experiential authenticity, and 4.24 for inauthenticity.
On the test of the hypotheses, the path coefficients were estimated 0.087 for objective authenticity, 0.202 for experiential authenticity and 0.503 for inauthenticity on the visitors' satisfaction. This suggests some meaningful marketing strategies for Gijang Anchovy Festival. First of all, the anchovy festival should focus on motivating visitors to revisit the festival by identifying individual traits, making a pleasant festival oriented toward family visitors, and providing more experience programs about anchovy.

목차 (Table of Contents)

• 제 1 장 서 론 = 1
• 제 1 절 연구의 배경 및 목적 = 1
• 제 2 절 연구방법 및 구성 = 2
• 제 2 장 선행연구 = 4
• 제 1 절 어촌관광 = 4
• 1. 어촌관광의 정의 = 4
• 2. 어촌관광의 선행연구 고찰 = 7
• 3. 어촌관광의 현황 및 자원의 분류 = 12
• 제 2 절 고유성 = 25
• 1. 고유성의 정의 = 25
• 2. 고유성의 선행연구 = 26
• 제 3 장 실증분석 = 30
• 제 1 절 기장멸치축제의 현황 = 30
• 제 2 절 연구모형 및 가설 = 32
• 제 3 절 고유성의 조작적 정의 및 연구변수 = 33
• 제 4 장 분석결과 및 논의 = 35
• 제 1 절 설문조사 = 35
• 제 2 절 분석결과 = 35
• 1. 응답자의 일반적 특성 = 35
• 2. 신뢰성 및 타당성 검증 = 37
• 3. 실증분석 결과 및 해석 = 39
• 제 5 장 결론 및 한계점 = 50
• 참고문헌 = 53
• 부록 = 57