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사회네트워크 분석(Social Network Analysis)을 이용한 방한 외래 관광객의 관광목적지 선택 연구
이대은(Dae Eun Lee),가정혜(Jung Hye Kah),이계희(Gye Hee Lee),박득희(Deuk Hee Park) 한국관광연구학회 2015 관광연구저널 Vol.29 No.9
The purpose of this study is to compare tourism destination choices between Chinese and American international inbound tourists to Korea through social network analysis using 2013 International Visitor Survey data. The raw data were transcribed into social network data using UCINET and Pajek network software for social network analysis. The first part of network analysis dealt with destination choice network density and centralization from a global perspective. The result, showed a relatively low centralization value and high density value, which means that each tourism destination was almost linked to each other. The second part of network analysis dealt with destination choice network centrality and key player from node(tourism destination) perspective. The centrality value indicating that different tourism destinations of high centrality value were represented in Chinese and American tourism destination network. The key player destinations indicated that key tourism destinations in Chinese and American destination choice network were different, reflecting tourist``s destination choices by their unique culture. By understanding the several results, tourism destination marketers and industry practitioners can be supported in developing tourism destination marketing strategy and researchers can be supported in insight for future research direction. Also, this study will make significant contribution to our results understanding about the link between cultural distance and multi tourism destination choice.
자연기반 치유관광의 가치평가에 대한 비교분석 - CVM(가상가치평가법)과 CE(선택실험법)을 적용 -
김진옥(Kim, Jin-Ok(Susanna)),가정혜(Kah, Jung-Hye(Angela)) 한양대학교 관광연구소 2020 觀光硏究論叢 Vol.32 No.2
본 연구의목적은 기존의자연환경이우수한 생태관광지인 우포늪을대상으로 경제적 가치평가에 대한 분석을 실시하고자 하였다. 구체적으로 무형의 비시장재(Nonmarket)의 가치를 추정하는 가상가치평가법(Contingent valuation method)과 구성요소 수준에 따른 응답자의 선호도에 따라 지불의사를 추정하는 선택실험법(Choice experiment)을 통해 가치를 비교해보고자 하였다. 연구결과, CVM은 가상적 상황에서는 68,638원, 실제상황1(지로)에서는 38,225원, 실제상황2(이름/주소/전화번호)에서는 27,485원으로 추정되어 실제 상황보다 가상적상황이 과대추정된것을 확인할 수 있었다. 우리나라의 총 가구수를 적용하면 우포늪의 총 보존가치는 약5,500억원으로 평가된다. CE는 속성별로 생태적 가치는 19,590원으로 나타났고, 치유적 가치는 16,432원으로 나타났다. 이러한 결과는 우포늪은 기존의 생태적 속성이 높기 때문에 치유적 가치보다는 생태적 가치가 더 높게 평가되었다는 것을 알 수 있다. The purpose of this research was to estimate the economic value of Upo wetland, which is an eco tourism destination with excellent natural environment. Specifically, this study compares the value of Upo Wetlands through dichotomous choice CVM(Contingent valuation method) and CE(Choice experiment) that estimate the value of intangible nonmarket goods. The study results revealed that WTP truncated mean was investigated to be KRW 68,638 per household in hypothetical setting, KRW 38,225 in real-setting 1(bank giro), and KRW 27,485 in real-setting 2(name/address/phone number), respectively. In addition, the total preservation value of Upo wetland was estimated at KRW 540 billion per year. The results of the CE analysis, the ecological value was KRW 19,590, while the healing value was KRW 16,432. This result shows that the ecological value is higher than the healing value due to Upo wetland’s strong ecological attribute.