수단-목적사슬(MEC)이론의 소프트 & 하드래더링 기법에 따른 제주올레 관광객의 가치 비교연구 = A Study on Trekker's Value Comparison of Jeju Olle Depending on Laddering Methods by MEC

다국어 초록 (Multilingual Abstract)

The perception of value lies in the degree to which the customer believes that the attributes of the products or service will contribute to fulfilling their goals. This study aims at identifying the ultimate value and value chain of Jeju Olle trekkers by using qualitative data(soft & hard) and means-end theory. The data was collected from 216 trekkers‘ data from Feb, 2011 to July 30, 2013. The researcher set the cut-off level at 3 & 4 based on the ratio of activated cells to all connections in expressing the value map. The connection of these attributes, consequence and values(A-C-V) in soft laddering is as follows. 'Orum(A) lead to 'can see wide range of areas in natural resources, which results in 'beauty' as the psychological consequences, and finally lead to happiness. Whereas, 'Accompanying persons(A)' lead to 'inspire unity and good relationship among family and finally lead to 'belongings'. Marketing implications for the Jeju Olle trekkers with the various programs and marketing efforts which keep them happy and pleasant while their travelling suggested.

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