중문관광단지 방문객의 관광동기와 만족에 관한 연구

Abstract

Korea has designated 35 tourist complexes as of May 2012 since Jungmun Tourist Complex was designated as the first tourist complex in 1971. Among them, 7 tourist complexes including Bomun, Jungmun, Gampo, Wonju Oak Valley, Phoenix Park, Pyeongchang Yongpyeong and Hoengseong Duwon have been in operation and other tourism complexes are planned for development or are under development. Tourist complexes were arranged for the purpose of constructing the local economic infrastructure and generating jobs for areas with the lack of industrial conditions by playing the role of earning foreign currencies while providing various tourism opportunities for foreign tourists. However, the goal of securing national leisure spaces have also been emphasized now, as the importance of the tourism industry has been highlighted together with an increased demand for domestic tourism along with the performance of hub functions which strengthen our tourism competitiveness as well as prevent the outflow of foreign currency due to increased overseas tour activities and facilitation of domestic demand from improvements in the tourism deficit. Accordingly, tourist complexes have been designated in a competitive way due to these various demands. As the development of tourist complexes in the private sector became possible in 1993, steady growth was shown with a sharp increase after the right to designate tourist complexes was transferred from the Minister of Culture, Sports and Tourism to the mayors of cities or governors of provinces in 2004. As tourist complexes began to be developed and operated, there were positive effects as tourism bases in areas including economic stimulation and job creation among others. However, problems have appeared including delayed investments in the private sector, the core driving force of the project, low profits compared to large investments, and degraded profitability due to a long turnover of capital. Therefore, accurate and precise analysis for its demand in any tourist complex investments is required because large capital has to be invested. There should also be planning and development for these complexes in response to the demand. Accordingly, the purpose of this study was to analyze tour motivations and satisfaction factors of tourists who visit tourist complexes resulting in the utilization of basic data for tourism complexes that are planned for development or under development. As a result of the study, the verification results for Hypothesis I postulating that the tour motivation of visitors to tourist complexes would affect the satisfaction of the tour showed that social motivation affects service satisfaction, escape from daily life affects facilities and service experience satisfaction, the nature of leisure affects facilities, and the access motivation affects the facilities and experience satisfaction. As a result of the variance analysis for satisfaction factors according to the type of tourism by tourist complex visitors in Hypothesis II, the type of travel did not show any significant differences and the number of visits, types of companion and duration of stay showed partial significant differences. As a result of variance analysis for tour motivation according to the demographic characteristics of visitors to tourism complexes in Hypothesis III, age showed significant differences and gender, occupation, educational attainments and residence among others showed partial significant differences. As a result of difference analysis for tour satisfaction according to the demographic characteristics of visitors to tourism complexes in Hypothesis IV, gender, age, occupation and educational attainments were partially adopted and subsequently can be said to be partially adopted as a result of the verification for Hypothesis IV. According to these findings, it is considered necessary to seek the following alternatives based on the derived facts from the findings when any tourist complex is developed in the future. Itis necessary to introduce facilities for various strata because there are differences in tour motivation and satisfaction according to gender, age, occupation, educational attainments and residence among others in terms of the demographic characteristics. It is also considered necessary to actively include them into the investments of facilities and services for revisits. In addition, it is necessary to have prior analyses for the motivations of visitors to tourist complexes with flexible measures for their motivation as there are significant differences regarding the impact of motivation on tour satisfaction. It is also considered necessary to include them in the establishment of business plans, including the concept and size of tourist complexes among others. This study was carried out on the basis of studies on relationships between tour motivation and satisfaction of visitors to tourist attractions because there are few studies on tour motivation and satisfaction of visitors to tourist complexes as mentioned earlier. Although the impact of tour motivation on satisfaction was analyzed to have a positive (+) influence in preceding studies, the influence of tour motivation by visitors to tourist complexes showed a rather lower explanatory power than that of the preceding studies in this study in terms of influential relationships. It is considered that influential relationships appeared to be lower because tourist complexes provide facilities and services in terms of its characteristics, while the preceding studies analyzed tourist attractions and places with a single purpose. As mentioned earlier, tourist complexes have been rapidly increasing with gradual deregulation on the designation of tourism complexes. Various studies and attempts to seek for the vitalizations of tourist complexes are urgently needed due to sluggish investments as the core of business initiatives with only a total investment of 1,218.5 billion won for tourism complexes which is 29.6% compared to the 2010 standard. Accordingly, this study attempted to analyze the pattern of visitors according to tour motivations while identifying the motivations of visitors. This study is significant in that there are many implications as well as the fact that basic data for developing tourist complexes which have been developed or will be developed in the future has been provided as it analyzed the influences of tour motivations on the satisfaction of visitors to tourist complexes.