리조트의 입지유형에 따른 관광객의 리조트 선택속성 비교 연구 : 국내 산악형.해안형 리조트를 중심으로 = A Comparative Study of Tourists' Resort Selection Attributes by Location Type of Resorts

다국어 초록 (Multilingual Abstract)

A Comparative Study of Tourists' Resort Selection Attributes
by Location Type of Resorts
- Focused on mountain and seaside type resorts

Kim, Yu-Ha
Department of Hospitality and
Tourism Management
The Graduate School of Tourism
Sejong University

Marketing strategies by importance of tourists' selection attributes need to be established through the identification of customer needs and requirements concerning various attributes considered in priority by location type of resorts in an effort to activate and develop resorts. This study aims at providing basic data to guide a direction for the establishment of efficient marketing strategies in the resort industry. To this end, an analysis on differences of attributes considered when tourists select resorts has been undertaken in this study, centered on the mountain and seaside type resorts.

This study established a model and hypotheses at the background of the existing literature study and collected data for an empirical analysis through a questionnaire survey.

The empirical analysis was conducted between mid-May and the end of June. The spatial scope of this study was four mountain and seaside type resorts located in Gangwon Province and Jeju Province. A total of 320 copies of questionaries - 80 copies for each resort - were distributed, and 242 responses were collected. Among those collected responses, 206 responses were used for the analysis, except for insincere responses.

Concerning the analytic methods to verify the study model and hypotheses established in this study, a frequency analysis, an element analysis, a confidence analysis, an independent sample t-test and an ANOVA and a multiple regression analysis were carried out using an SPSS 12.0 statistical package.

The empirical analysis demonstrated tourists' resort selection attribute elements as the following six elements:
1. Facility and external pursuit benefit
2. Internal service and consideration
3. Environment
4. Program
5. Cost and convenience
6. Credibility.
The empirical analytic results by location type are summarized below:

For the verification of hypothesis 1, as a result of an analysis on the differences of tourists' resort selection attributes by location type, significant differences were exhibited in the element 1 (facility and external pursuit benefit) and element 4 (program). In this context, the hypothesis 1, "Resort selection attributes considered by tourists will be different by resort's location type," has been adopted.

To find out whether significant differences by tourists' visit type are demonstrated in terms of the importance of resort selection attributes by location type, an analysis of member tourists and individual tourists was carried out. As a result, member and individual tourists exhibited significant differences in the element 1 (facility and external pursuit benefit). In addition, the individual tourists showed significant differences in the element 2 (internal service and customer consideration) and element 3 (environment). The member tourists exhibited significant differences in the element 4 (program) as well. For an interaction effect, the element 1 (facility and external pursuit benefit) and 4 (program) showed significant differences by location type. Location type and visit type were analyzed to have an interaction effect with the element 2 (internal service and customer consideration). In view of all these, the hypothesis 3, "The importance of resort selection attributes by location type will be different according to tourists' visit types," has been adopted.

목차 (Table of Contents)

• 제 1 장 서 론 1
• 제 1 절 연구의 배경 1
• 제 2 절 연구의 목적 4
• 제 3 절 연구의 방법 및 범위 5
• 제 2 장 이론적 고찰 7
• 제 1 절 리조트의 일반 현황 7
• 1. 리조트의 개념 7
• 2. 리조트의 개발동향 10
• 3. 리조트의 유형 13
• 4. 관광지와 차별화된 리조트의 특성 15
• 5. 리조트 시장의 특징 17
• 제 2 절 리조트시설의 종류 및 구성 요소 19
• 1. 리조트 시설의 발전과정 19
• 2. 리조트 시설의 구성 요소 20
• 제 3 절 리조트의 선택행동 22
• 1. 리조트 선택행동의 개념 22
• 2. 리조트 선택행동의 특성 28
• 3. 리조트 선택행동의 영향 요인 29
• 4. 리조트 구매행동에 대한 소비자 행동 유형 30
• 제 4 절 리조트의 선택속성 33
• 1. 리조트 선택속성에 관한 선행연구 33
• 2. 리조트 선택속성 설정 및 변수 구성 38
• 제 3 장 조사대상지 분석 42
• 제 1 절 조사대상지 시설현황 42
• 1. 산악형 리조트 42
• 2. 해안형 리조트 44
• 제 4 장 연구방법 46
• 제 1 절 연구모형의 설계 및 연구가설의 설정 46
• 1. 연구모형 46
• 2. 연구가설의 설정 48
• 제 2 절 조사표본의 설계 및 설문지 구성 50
• 1. 조사표본의 설계 50
• 2. 설문지의 구성 51
• 제 3 절 자료의 수집 및 분석방법 56
• 1. 자료의 수집 56
• 2. 분석방법 57
• 제 5 장 실증분석 58
• 제 1 절 인구통계적 특성 58
• 제 2 절 리조트 관광객들의 이용특성 65
• 제 3 절 리조트 선택속성 요인분석 73
• 1. 신뢰성과 타당성의 검증 73
• 2. 리조트 선택속성의 각 요인간 상관관계 81
• 제 4 절 연구모델 및 가설의 검증 83
• 1. 입지유형별 리조트 선택속성 비교 83
• 2. 방문형태에 따른 리조트 선택속성 비교 91
• 3. 로지스틱회귀분석 100
• 4. 성별에 따른 리조트 선택속성 비교 113
• 5. 연령에 따른 리조트 선택속성 비교 118
• 6. 다중회귀분석 124
• 7. 가설검증요약 131
• 제 5 절 분석결과에 대한 시사점 133
• 제 6 장 결론 138
• 제 1 절 연구의 요약 138
• 제 2 절 연구의 한계점 및 향후 연구 방향 144
• 참고문헌 146
• 설문지 151
• ABSTRACT 156