리조트 관광자 심리, 선택속성과 관계지향성 연구

다국어 초록 (Multilingual Abstract)

This study is a research on tourist conduct to revitalize the domestic resort market and maximize the satisfaction and benefits for resort tourists by meeting their demands. It is a strategy for enterprises when they are dealing with clients. The purpose of this paper is to examine resort tourists' characteristics, psychology, choice attributes, and resort relationship orientation, so that the tourists can be subdivided into categories. Moreover, by understanding their conduct, one may establish effective client management and marketing strategies, and also establish market segmentation and productively apply the mix-factors within respective market segments.
This paper will focus on both elements of proper-function(pursuit of value) and reverse-function(constraint-factor) and how the mix of these functions affects the resort tour. It also examines the triggering motives for resort tourism, choices made to forego the tour, and the relationship orientation in regards to the resort. To understand this, one must understand the value which a resort tourist may pursue, and also understand the constraint-factors in resort touring. Furthermore, the factor for generation of touring must be divided into two sections: motive and the attribute of choice. The relationship between these two elements must be scrutinized in order for one to understand its effect on relationship orientation.
The research material used in this study includes a survey taken from a sample of 12 domestic resorts: 4 golf resorts; 4 ski resorts; 4 hot spring resorts; and 4 coastal resorts. The tourists visiting the 12 resorts were the subjects to this survey. A total of 40 copies of the surveys were handed out in each of the resorts, and a total of 411 copies were retrieved from the subjects. Through credibility analysis and factor analysis, the survey was decided to be credible and valid. Also, the correlation between the factors proved to be significant information.
From careful studies in demographical and resort usage characteristics, the analysis showed that the propensity of pursuit of value and constraint-factor, tourism motive and choice of resorts all show various differences from each group of subjects. Thus, the conduct of tourists also varied in their choices of the resorts, motives for touring, which values they pursued, and which factors restrained them. With this knowledge, this research presents various directions of marketing by targeting resort tourists. The results of the unusual analysis on the correlation between the detailed factors suggest that pursuit of value evokes a positive influence, whereas the constraint-factor evokes a negative influence. Moreover, the tourist’s motive for tourism effects the choice factor positively; and the motive and resort choice factor have a positive effect on relation directivity.
After assessment of the hypothesis regarding structural influence, the pursuit of value is evidently the factor behind internal and external motives. The choice of resorts is a mediation which significantly affects the tourist’s conduct. Meanwhile, the constraint-factor evidently directly affects the motives of tourism in a negative way.
The implications based on the results of this research are as the following:
First, the significance of this research lies in the fact that the characteristics of tourists, even before they contemplate on vacations, definitely affect the motivation for touring. Existing studies on occurrence of touring and touring activities constantly show interest in touring motives, and they often tried to verify how touring motives affect the constraints of touring activities. This particular study focuses on the tourists’ values and constraints, which makes it stand out from other works. The different propensity of values in the tourists’ every day lives cause a specific motivation for tourism. This motive as a mediator influences relationship directivity. The everyday habits and values of people are extremely valuable sources because they directly influence intentions of tourism.
When the ego is prioritized and the internal values are valued highly, the individual comes across an internal motive, which shows a positive effect. Tourism activities derived from internal motives often result in more credible and higher participation levels with the tourists much more immersed into the activities.
Secondly, unlike the preceding research, which presumed that constraint- factors had an influence on choice-making of resorts, the studies show that the constraints actually have a direct influence on motivation. In many researches, this theory of constraint-factor was consistent. However, in reality, the constraints do not only affect the choice of resorts and relationship orientation; but rather, it has a direct influence on motivation. In reality, the negative influences on choosing a resort derives from the resort itself, problem with companions or partner, social issues, and the personal environments of the tourists. This is not shown clearly in the theories.
Thirdly, the most influential factors for tourism activities proved to be the scholastic level of the tourist. Also, family make-up, occupational characteristics, and income level all play vital roles in tourism activities. Furthermore, planning an activity for resort tourism for individuals is affected by demographic characteristics of individuals. For example, the resort tourists with higher education level are generally inclined to enjoy deviation from an everyday routine for a day. This generally ends up in a dreamy vacation in the resorts. They also tend to like mysterious and fun entertainment. Family make-up and income level are conditions that restrain tourism activities and act as impediments for motivation for tourism.
Additionally, individuals with various constraints tend to utilize day-trips as their getaway vacation. They usually like to travel via the trains. The individuals with fewer constraints tend to travel via the planes or automobiles; and they also like to plan long-term vacations with more safety features.
This research has a few restraints itself as it progresses: First, the existing motive theories are self-conflicting(between tour motives and activity choice) which needs a classified confirmation. Thus, the research underwent a process of classifying both the motive for touring and the activities in tourism. Therefore, the methodical valuation from Mean-End theory was overlooked and the research focused on Kahle’s LOV(List of Value) theory. The lack of focus on methodical valuation is a realistic limitation of this research process. Secondly, the reverse-function(constraint-factor) needed to be explained thoroughly regarding each characteristic of the tourists. There may be different dimensions of extracting the constraint-factors. This research uses a macroscopic method in extracting the constraint, and the effectiveness of each element can be clearly presented. However, the perspective is broad; therefore, it misses many specific elements. Thirdly, carrying out this research requires the sample population of the potential clients to be unspecified and have very few limitations. In later studies, improvements will be made to upgrade systematic sampling of the population of potential clients and diversify the variables. Thus the latter researches will be more enlightening than just a generalization.

목차 (Table of Contents)

• < 목 차 >
• 표목차 ⅴ
• 그림목차 ⅷ
• 감사의 글 ⅸ
• 논문개요 ⅹ
• Ⅰ. 서론 1
• 제1절 문제제기와 연구목적 1
• 1. 문제제기 1
• 2. 연구목적 2
• 제2절 연구범위와 연구방법 3
• 1. 연구범위 3
• 2. 연구방법 4
• Ⅱ. 문헌연구 5
• 제 1절 리조트 관광자의 특성 5
• 1. 리조트 관광자의 인구통계학적 특성 8
• 2. 리조트 관광자의 이용 특성 9
• 3. 리조트 관광자의 가치 추구 10
• 4. 리조트 관광자의 제약요인 14
• 제2절 리조트 관광자의 관광행동 17
• 1. 리조트 관광자 관광동기 19
• 2. 리조트 선택속성 28
• 제3절 리조트 관광자 관계지향성 29
• 1. 신뢰 30
• 2. 관여 31
• 3. 몰입 32
• 제4절 리조트 관광자 특성과 행동의 선행연구 33
• 1. 리조트 관광자 연구 34
• 2. 리조트 관광자 가치 연구 36
• 3. 리조트 관광 제약요인 연구 38
• 4. 리조트 관광자 관광동기 연구 40
• 5. 리조트 선택속성 연구 42
• 6. 리조트 관광자 관계지향성 연구 45
• Ⅲ. 조사설계 48
• 제 1절 연구모형과 연구가설 48
• 1. 연구모형 48
• 2. 연구가설 49
• 제2절 실증조사의 개요 55
• 1. 조사목적 55
• 2. 조사대상 55
• 3. 조사방법 57
• 4. 분석방법 57
• 제3절 조작적 정의 및 설문지 구성 58
• 1. 리조트 관광자의 특성 58
• 2. 리조트 관광자의 가치 60
• 3. 리조트 이용 제약요인 60
• 4. 리조트 관광자의 동기 62
• 5. 리조트 선택속성 64
• 6. 리조트 관광자 관계지향성 65
• 7. 설문지의 구성 67
• Ⅳ. 실증분석 68
• 제 1절 조사대상자의 특성 68
• 1. 조사대상자의 인구통계학적 특성 68
• 2. 조사대상자의 이용 특성 70
• 제2절 신뢰성 및 타당성 72
• 1. 신뢰성 검증 72
• 2. 타당성 검증 78
• 제3절 리조트 관광자의특성에 따른 차이 분석 86
• 1. 관광자의 특성에 따른 관광자 추구 가치의 차이 검증 86
• 2. 관광자의 특성에 따른 관광자 제약요인의 차이 검증 90
• 3. 관광자의 특성에 따른 관광 동기의 차이 검증 94
• 4. 관광자의 특성에 따른 리조트 선택속성의 차이 검증 101
• 제4절 측정요인 간 상관관계 106
• 제5절 리조트 관광자 행동 간 관계 분석 108
• 1. 관광자 추구가치와 관광자 관광동기의 관계 검증 108
• 2. 관광자 추구가치와 리조트 선택속성의 관계 검증 111
• 3. 관광자 제약요인과 관광자 관광동기의 관계 검증 112
• 4. 관광자 제약요인과 리조트 선택속성의 관계 검증 114
• 5. 관광자 관광동기와 리조트 선택속성의 관계 검증 117
• 6. 관광자 관광동기와 관광자 관계지향성의 관계 검증 119
• 7. 리조트 선택속성과 관광자 관계지향성의 관계 검증 120
• 제6절 구조모형 분석 122
• 1. 확인적 요인분석 123
• 2. 구조모형의 설정 126
• 3. 부합도 평가 127
• 4. 구조모형의 평가 129
• 제7절 분석결과의 논의 138
• Ⅴ. 결론 142
• 참고문헌 147
• 설문지 163
• Abstract 169