생태관광 인식에 따른 동기, 태도 및 만족에 관한 연구

Abstract

With a growing interest in environment, there is a growing increase in tourists who visit well-preserved natural sites every year and the central government and local governments have strongly supported ecotourism development programs so as to meet the demands for ecotourism by people. The increase rapidly in the short-term period , hoeever has created lots of problems. The business rapidly growing in short-term period, however, has produced lots of problems. It has not only shaken the concept of "ecotourism" but also justified the damage on ecosystem as the ecotourism has been used as marketing method without little differentiation from traditional tourism, which has further deepened the problems. Particularly, Jeju Special Self-Governing Province, the research area of this study, is one of our nation's representative natural tourist attractions boasting Oreum(secondary volcanic cone), lava tube, waterfall and natural landscape as well as World Natural Heritage sites and the recent enthusiasm for Olle tour is attracting more tourists to Jeju. Jeju has developed and sold the ecotourism products utilizing the World Natural Heritage sites, Oreum and wetlands. However, the facts that those products are little different from conventional tour products and a type analysis of ecotourist has not been made may lead to a failure in ecotourism which tourists'attitudes play a major role in. Accordingly, in developing ecotourism destination and program, it requires to understand ecotourists' characteristics in order to draw more visitors and manage them effectively and also requires research on perception, motive and attitude of tourists for a sustainable ecotourism. This research examined the motives, attitudes and satisfactions according to the perceptions ecotourism for the visitors to Jeju and and presented the basic data for sustainable development, management, operation and effective marketing strategy of ecotourism. Both documentary study and empirical study were used to reach the purpose of the research. By targeting travelers to Jeju, the research region, the study was conducted to identify visitors' consciousness on ecotourism and the differences of their motive, attitude and satisfaction level according to that perception. Survey was carried out over 350 domestic tourists to Jeju and based on 303 samples taken, frequency analysis and ANOVA test(analysis of variance) were used to find out their motive, attitude and satisfaction level in line with perception. On the basis of analysis result, this study proved the differences of tourism motive, attitude and satisfaction in accordance with the perception on ecotourism and suggested available measures to make a sustainable ecotourism in developing and operating it. For this purpose, the research models and hypotheses were set up and tested. The analysis results were as follows : First, the results showed five factors as tourist motive such as rest, escape from daily lives, self-fulfillment, pursuit of aesthetics, achievement & status and challenge. Except for the achievement & status, other four factors showed differences in line with recognition on ecotourism. The two factors, escape from daily lives and pursuit of esthetics are common motives shared by all groups and other two factors of self-fulfillment and challenge showed distinctive differences between group with higher ecotourism consciousness and group with lower one. Second, as for ecotourism attitude, five factors were drawn in the results including participation & learning, damage prevention, nature preservation, adaptation to region, consideration for local residents. The higher group had ecotourism-consciousness, the more positive the attitude was. The group with low ecotourism perception for four factors other than nature preservation had negative attitude. Third, a group with higher recognition showed higher level of satisfaction and willingness to revisit Jeju. Therefore, a tourist group with strong desire to revisit Jeju has high-level of perception for ecotourism, which indicates a large potential of Jeju as an ecotourism destination. Based upon those results, this study suggests several measures to develop Jeju Special Self-governing Province as an ecotourism destination. First, in terms of capacity of travelers, it is necessary to make a rational calculation of it and make a limit of capacity considering ecotourism season. Second, it is necessary to train and educate professional guides for ecotourism. Third, given that challenge is the most important tourism motive for ecotourists along with intellectual and aesthetic curiosity, it needs to develop and promote ecotourism programs to fulfill those motive and demands. Fourth, to develop Jeju's ecotourism based on its natural environment, comprehensive management is required at a local government level : to provide advantages to visitors, tour suppliers and local residents of tourist attractions and so on. Also, it needs not only policy that guarantees community's involvement and use of service but also an institutional mechanism that renders economic benefit from ecotourism to maintenance and improvement of natural resources. This study suggested the above results, however it has some limitations as follows : First, the survey carried on to domestic travelers visiting Jeju classified groups in accordance with their perceptions on ecotourism but stoped short of reflecting the whole opinions of visitors because the survey was conducted during the peak season when package tour groups flooded to Jeju . Second, because of the small number of case studies of 303, both sampling of group with high consciousness for ecotourism and group with low one were also not much. Third, the target of this survey was limited to tourists to Jeju, which makes difficult to apply this result to travelers who visit other areas. Therefore, subsequent research will deal with more visitors to Jeju by season and will make a thorough analysis and comparison by selecting either high consciousness group for ecotourism or low one.