관광연구에서의 로케치 가치척도의 유효성에 관한 연구- 한국관광시장에 적용 - = A Study of the Relationship between the Rokeach Value Scale (RSV) and Travel lifestyle - The Case of Korean Tourism Market -

국문 초록 (Abstract)

로케치 가치척도 (Rokeach Value Scale)는 소비자의 가치를 측정하기 위한 도구로써 마케팅 연구에서 다양하게 적용되어 왔다. 하지만 가치척도의 모든 항목이 관광 연구와 연관이 되어있다고 하기 어렵듯이 본 연구에서 사용된 척도도 미국에서 개발되었고 상이한 문화에서 그 유효성이 확인이 되어 있지 않았다.본 연구는 한국관광시장에 대한 로케치 가치척도의 유효성을 검증하기 위하여 18개의 항목으로 구성된 로케치 가치척도 (Rokeach Value Scale)의 목적가치를 이용하여 한국인의 관광 라이프스타일 예측 여부를 확인하였다. 이용된 분석방법으로 요인분석 그리고 다중회귀분석이 적용되었으며 그 결과로서 18개중 12개의 목적 가치가 한국인에 관광 라이프스타일을 예측하는데 유의함을 발견하였다. 반면에 12개의 관광관련 가치항목과 인구통계의 관계를 연구하기 위하여 t-test 그리고 ANOVA를 적용하였는데 유의성이 거의 없는 것으로 나타났다.

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