정주형 생활유산 관광자의 정서적 이미지 포지셔닝 = 북촌한옥마을, 안동하회마을, 외암민속마을, 전주한옥마을을 대상으로

다국어 초록 (Multilingual Abstract)

The purpose of this study is to analyze tourists’ affective images at living heritage sites. For this purpose, this study selected four living heritage places in South Korea as study sites: Bukchon Hanok Village, Andong Hahoe Village, Oeam Historic Village, and Jeonju Hanok Village. A questionnaire survey was conducted and 404 valid samples were analyzed. PROXSCAL (PROXimity SCALing) method of MDS (Multidimensional Scaling) was adopted to develop positioning maps using semantic differential scale. The results of this study show that the tourists’ key affective images at the four living heritage sites were “beautiful,” “traditional,” and “attractive,” and the affective image of each living heritage was different from the others. These results can be used to develop strategies to create cultural tourism demand at living heritage sites and ultimately to contribute to socio-culturally sustainable tourism development at these unique sites.