생태관광지 방문객의 동기와 만족에 관한 연구

Abstract

This study was conducted to provide valuable information on sustainable development and marketing strategies of the Ecotourism site "GEOMUNOREUM" in Jeju that is listed on UNESCO's world natural heritage in June 2007 and Korea's best 10 Ecotourism model in February 2010 by investigating the influence of Visitors' distinctive Characteristics on tourism motivation and tourist satisfaction, and of Tourism Motivation on tourist satisfaction. To accomplish the purpose of the study, a hypothesis was formulated on the basis of the theoretical reviews fit for the subject of the study, which were collected by considering the notions and characteristics of the Ecotourism and examining established researches related to tourism motivation and satisfaction comprehensively. And an empirical survey was collated to verify a hypothesis. An empirical analysis of the survey targeted at visitors to the Ecotourism site "GEOMUNOREUM" in Jeju was carried out for 7days between NOV. 20th to 26th, 2010 by a structured questionnaire including tourism motivation and tourist satisfaction. The survey was analyzed by using SPSS windows for package program. The findings of this study has been drawn as follows. Firstly, aesthetic value pursuits come first in terms of tourism motivation in visiting "GEOMUNOREUM", and moreover tourist satisfaction, intention of revisiting and recommendation were very positive. It shows that "GEOMUNOREUM" has the potential to become symbolic destination of Ecotourism in Jeju. Secondly, break/leisure, aesthetic value, intellectual value and self-realization pursuits were classified as the factors of the tourism motivation, and service satisfaction and facility satisfaction were classified as the tourist satisfaction factors as a result of the analysis of tourism motivation and satisfaction factors. Thirdly, tourism motivation differed depending on occupation and companion, and in addition age, academic background, income and the source of information made difference to tourist satisfaction. Fourthly both service satisfaction and facility satisfaction factors affected the intention of revisiting and recommendation by analyzing the influence of tourist satisfaction and the intention of revisiting and recommendation. Especially the service satisfaction factor influenced more than that of facility satisfaction. However, this study has the following limits. First, object of study was confined to the visitors to "GEOMUNOREUM" despite the fact that there were many sorts of ecotourism sites, and it made a narrow range of application accordingly. Second, the survey should have implemented diversly by season. A wide variety of samples were not collected in that the survey was performed on NOV. only. Third, diverse types of Eco-tourists were not included in the survey 'cause "GEOMUNOREUM" limits visitors to 300persons a day by advance booking. Last but not least, there was a minute difference between the tourism motivation and tourist satisfaction by a demographic factor and Visitors' distinctive Characteristics in that a level of tourist motivation and satisfaction is currently very high. In spite of these various limitations, this study has significance considering that it is the first mention in respect of the tourist motivation and satisfaction of visitors to "GEOMUNOREUM". In the study hereafter, therefore, a more detailed analysis on satisfaction of Eco-tourists who have various motivation by the method of collecting a wider range of samples by season is expected to be done.