트레킹 방문자의 특성에 관한 연구 -제주 오름과 올레 방문자의 비교-

Abstract

As an increasing concern about the preservation of nature and change in the form of leisure, people prefer going on a trip, which includes a lot of activities and experiences. "Jeju Olle Trails", is one of the most popular places for trekking, and "Oreum", a small hill or slope that is a tiny volcanic zone, have the reputation for their dynamic courses and eco-friendly environment. In accordance with the characteristic of individual person who wants to experience various sightseeing places, there are many different types of (tourists) spots to visit, and people have a variety of contentment from it. In the most previous study, all the concerns is about the inquiry of characteristic of individual person and what is the motive to visit and the satisfaction from it according to the demographic factor. As for this study, it has great significance to examine feature of travelers in the moment when "Olle trekking" has become popular nationwide in korea. In addition, it would be beneficial to consider why people would choose to "Jeju Olle trail" and when they feel satisfied with it or not. That is how we could formulate a marketing strategy with market segmentation that is individualized to each. This study aims to work out the marketing strategy for charming more visitors and to develop interesting courses and build the effective management system through the investigation of features of tourist to "Olle" and "Oreum". The hypothesis that we formulate are as follows : 1. According to the demographic factor, people have different purpose of visiting and satisfaction from it. 2. In relation to types of travelling that visitors would choose, it's likely to be found that people own various motive to visit and the contentment from it 3. In accordance with the characteristic of individual person, there are many different types of purposes for travelling, and people have a variety of desires from it. Literature research and supporting one as well was conducted in order to achieve the purpose of the study, and the survey was carried out with visitors at the "Jeju Olle trail route 1, 7, 10", "Geomeun Oreum", "Sangumburi", and "Seongsan-Ilchulbong" being targeted over a period of ten days from 15th to 24th October this year. SPSS program based on 279 samples was used to analyze the data. The hypothesis mentioned above are all partially adopted after the analysis. A significant point which can be derived from the result is that we need to develop a sort of experience program where couples and younger generation could take part in and the one that is suitable with level of income. Therefore, it is necessary to improve the product connected to automobile renter, to provide with information via internet, and to figure out the way of increasing the contentment of visitors, thereby encouraging people to revisit and to introduce to their acquaitance. The differences in motive to visit "Olle" and "Oruem" can be seen in that they have something to do with following reasons. People choose "Oreum" for keeping their shape, while "Olle" is selected for refreshing their minds. That is, People thought of "Oruem" as the place helpful for exercise, whereas "Olle" is considered the spot where they could appreciate the beautiful nature over walking the trail. It will be the effective marketing strategy provided that people could choose both "Olle" and "Oruem" for their own sake. In terms of sustaining desire of visiting and enjoyment from it, "Oruem" drew more higher satisfaction in a survey that asked visitors which place they thought was better between "Olle" and "Oruem". This indicates that people choose "Oruem" since they thought it would be beneficial to health. However, those who visit "Olle" for letting out the stress and freshen up felt low satisfaction for the reason that the length of the course is rather long, and they sometimes have to pass through dangerous rocky trails, which causes much trouble. As for trekking places, Jeju's "Olle and Oruem" is much promising for attracting visitors as long as it makes constant efforts to develop the programs which fulfil the rising desire of travellers. Based on the result of analysis, it has great importance to progress management system, develop new courses, and establish more effective strategies for marketing.