로하스의식과 관광행동에 관한 연구

Abstract

Recently, according to the growth of world economy, the level of income and leisure time has greatly increased compared to the past. So, people's primary concern is to live more healthy and have a little rest and relaxation. In accordance with the changes, in Korea, leisure time has increased since the implementation of the five-day workweek, and it caused the individual's own values changes. Accordingly, this leads a new lifestyle, 'LOHAS' to satisfy their desires. As a way to investigate the LOHAS, the purpose of this study was to examine the differences in the tourist behavior by the group classified by the LOHAS consciousness visited Jeju. To accomplish the objectives of this study, the theoretical review and empirical analysis were jointly carried out. For the empirical study, using the survey methods. In the statistical analysis using SPSS 19.0 for Windows, frequency analysis, factor analysis, K-means cluster analysis, discriminant analysis and t-test analysis were used. From October 27 to November 3, 2012, 380 questionnaires were distributed to the tourists who visited Mt. Halla in Jeju. Out of 380 questionnaire, 371 questionnaires were collected and a total of 356 questionnaires were finally used for empirical analysis. Measurement factors of the visitors' characteristics are as follows : gender, age, marital status, education, income, form of travel, purpose of visit, accompany. Also, 15 items of LOHAS consciousness, 15 Health oriented behavior and 14 Environmental oriented behavior items were measured for the analysis. The major findings of this study can be summarized as follows: (1) First, two factors for the LOHAS consciousness were extracted such as 'Environmental sustainability', 'Health'. Second, three factors for the Health oriented behavior were extracted such as 'Health Food', 'Ecotourism', 'Healing'. Third, two factors for the Environmental oriented behavior were extracted such as 'Environmental learning', 'Environmental protection'. (2) The result of verify a hypothesis, first, there were significant differences in the Health oriented behavior and Environmental oriented behavior by the groups classified with LOHAS consciousness. Findings from this study suggest that local government and tourism businesses have a commitment to provide various educational program or eco-experience when establishing the tourism development policy. Also, food service industry has a commitment to develop local cuisine using organic or environment-friendly agricultural products which grow in Jeju to satisfy tourists' desires.