문화관광자의 가치체계에 관한 연구

다국어 초록 (Multilingual Abstract)

Cultural tourism is one of the oldest forms of travel and still continues to be a mainstay of the tourism industry is most parts of the world. According to the OECD(2009), cultural tourism accounted for around 40% of all international tourism, or 360 million arrivals in 2007. Although it is often difficult to distinguish these 'culturally motivated tourists' from other travellers because of the growing tendency towards mixed holiday motives, they are particularly desirable for destinations seeking to attract 'high quality' tourism and high value tourists. Today, cultural tourism seems to be omnipresent, and in the eyes of many it also seems to have become omnipotent.

This study seeks to identify the cultural tourist's value systems by using Means-end chain theory. Value have been shown to be a powerful force in governing the behaviour of individuals all aspect of their lives. Especially customer value has been important factor for cultural products. Cultural tourism is consume the cultural products in destinations. In terms of cultural tourist's value is very important factors that influence destination choice behaviour. But few studies have been carried by utilizing means-end chain theory in cultural tourism. Broadly speaking, focus of means-end theory is on understanding how consumers think about products. More specifically, the focus is on examining the important meanings that consumer associate with the products they purchase and consume.

Therefore, the main purpose of this study is to find out, by understanding the cognitive structure of cultural tourists who visit Jeju island, what benefits are attractive points to the tourists and also what benefits are points to that tourists and also what their ultimate pursuit value are. First, to compare the value systems between Soft Laddering and Hard Laddering. Second, to compare the value systems among heritage tourists, arts tourists and entertainment tourists as cultural tourists. Finally, to identify the value systems according the level of cultural involvement between low and high cultural tourists group.

Data collection for this study is from July to October, 2012 in Jeju island. The Laddering was employed for research methodology. The procedure, Laddering involves a series of one-on-one deep interviews, was used to understand the pursuit values they have in mind.

To carry out this study, first of all, contents analysis was employed to interview results. Second, Implication Matrix was made by contents analysis which showed direct and indirect relations. Finally, HVM(Hierarchical Value map) was mapped for value systems according to cultural tourism typology and level of cultural involvement whose participate in cultural tourism.

The results of this study are as follows.
In first and second propositions the results of this study show that there is a difference in value systems according to Soft Laddering and Hard Laddering. In heritage tourism, on the relationship among the attributes, consequences and value showed that the major attributes was educational place; the consequence was the acquisitions of knowledge; and that the ultimate pursuit values was satisfaction curiosity in Soft Laddering. While the major attributes was authenticity, the consequences was the understanding of local culture; the ultimate pursuit values was satisfaction curiosity in Hard Laddering. And In arts tourism, the major attributes was contents; the consequences was understanding the a works; the ultimate pursuit values was share of emotion. Finally in Entertainment tourism, the major attributes was fun; the consequences was sensorial pleasure; the ultimate pursuit values was pleasure.
Finally proposition, there is a big difference in value systems between level of cultural involvement in their value systems. Especially in arts tourism and entertainment tourism, high cultural involvement group is more concerned with aesthetic value than low cultural involvement group. While there is not difference value systems between level of cultural involvement group in heritage tourism.

Therefore, the present research is considered to suggesting some importance points regarding the development and maintenance cultural tourism productions. Jeju island is famous for beautiful scenery but relatively little attention was paid to social cultural attraction. There is a lot of authentic contents in Jeju island. Its need for focus on historical and cultural elements of the Jeju region and designed to boost tourism and attract visitor and represents a brand extension of successful UNESCO World Natural Heritage. In addition, it would be necessary for sustainable destinations to strengthen their aesthetic image by developing cultural attractions.

목차 (Table of Contents)

• I. 서 론 1
• 1. 연구의 배경 1
• 2. 연구의 목적 4
• 3. 연구의 범위 및 방법 5
• Ⅱ. 이론적 고찰 8
• 1. 문화관광의 개념 및 범위 8
• 1) 문화관광의 개념 8
• 2) 문화관광의 범위 및 분류 11
• 2. 문화관광의 유형 및 특성 13
• 1) 문화유산관광 13
• 2) 예술관광 16
• 3) 엔터테인먼트관광 20
• 3. 문화관광자의 가치체계 24
• 1) 문화예술상품의 소비 24
• 2) 문화관광자의 소비가치 28
• 3) 가치의 측정 및 방법 39
• 4) 수단-목적 사슬이론 42
• 5) 소비가치, 추구혜택, 속성과의 관계에 관한 연구 48
• Ⅲ. 연구의 설계 50
• 1. 연구모형 및 과제 50
• 1) 연구모형 50
• 2) 연구과제 51
• 3) 변수의 조작적 정의 52
• 2. 조사 설계 56
• Ⅳ. 실증분석 56
• 1. 예비조사 56
• 2. 소프트 래더링 60
• 1) 면접절차 60
• 2) 면접결과 및 논의 64
• 3) 수단-목적 사슬 내용코드 분석 65
• 4) 컷 오프수준 75
• 5) 가치 맵 해석 79
• 3. 하드 래더링 82
• 1) 설문지 구성 82
• 2) 표본의 인구통계적 특성 85
• 3) 표본의 관광행태적 특성 87
• 4) APT 래더링의 함축 매트릭스 89
• 5) 컷 오프수준 95
• 6) 가치 맵 해석 98
• 4. 문화관여도에 따른 하드 래더링의 함축매트릭스 101
• 1) 고 문화관여 집단의 함축매트릭스 101
• 2) 저 문화관여 집단의 함축매트릭스 112
• 5. 분석결과의 종합 121
• 1) 문화관광 유형별 가치 분석 121
• 2) 문화관광 유형별 가치체계 비교 124
• 3) 문화관여도에 따른 가치체계 비교 126
• 4) 통제소재에 따른 가치 비교 128
• Ⅴ. 결론 130
• 1. 연구 결과 및 시사점 130
• 2. 연구의 한계 및 제언 133
• 참고문헌 134
• 부록 - 설문지 140
• ABSTRACT

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