관광객의 전통시장, 선택속성, 서비스가치, 고객만족, 추천의도에 관한 연구

Abstract

Due to rapid changes in society caused by the open market and economic growth, the utilization rate of traditional markets is currently decreasing and they are being avoided by consumers. Thus, we should consider the impact tourism resources could have on traditional markets and use the characteristic of "destination of tourism" as the most important strategic direction for the activation of traditional markets. The purpose of this study is to investigate the effect and difference of choice attributes preferentially considered, and service value perceived upon visiting the traditional market in Jeju, Attributes include personal characteristics, satisfaction and intention of recommendation with tourists who visit Jeju as their destination of tourism. Dong-moon local market visitors are selected as the sample population and the survey is conducted with a self-answering questionnaire, A convenience sampling method is used to obtain respondents. Data analysis is conducted using the statistical program SPSS (Ver. 12.0) and it is investigated by a non-sampling method, and was investigated. Prior to hypothesis testing, the validity test and reliability analysis about choice attributes of traditional markets, service value, customer satisfaction, and intention of recommendation are performed. Four factors derived from factor analysis to test the validity of choice attributes of traditional market are convenience, location, serviceability and marketability. In order to test the hypothesis, the difference of choice attributes of traditional market based on personal characteristics is verified. For the verification of difference in choice attributes of traditional market based on gender, women perceive convenience attributes higher compared with men. The verification of difference in choice attributes of traditional market based on age shows the significant difference in location and marketability and all respondents in their 20s perceive it both items highly. In terms of types of tourism, the individual tourist perceives it higher in convenience than group tourist. For the verification of difference in choice attributes of traditional market based on frequency of visits, a significant difference is shown only in serviceability. In particular, it is the highest in those who visit the traditional market twice. Those who visit it three times or more, serviceability differences tend to decrease. For the verification of difference in choice attributes of traditional market based on transportation, the significant difference is shown only in serviceability. For the verification of difference in choice attributes of traditional market based on items of products that they purchase, the significant difference is shown in convenience and marketability. Two factors are most highly perceived in purchase of agricultural products, while it is the lowest in clothing. Next, the differences in service value based on personal characteristics is verified. First, by gender, men perceive service value more than women. For the verification of difference in service value based on types of tourism, the group tourism perceives the importance of service value higher than the individual tourist. For the verification of difference in service value based on source of information, the pamphlet and brochure factors show the highest average value. In terms of service value based on time spent on shopping in the traditional market, those who spend 1 ~ 2 hours on shopping perceive the service value the highest, while those who spend 1 hour or less perceive it the lowest. It can be assumed that those who spend a shorter time shopping may not realize the service value. The relationship between choice attributes and customer satisfaction of traditional market is partially adopted. Among choice attributes, only marketability shows a significant result in customer satisfaction. It is interpreted that the reason is that Jeju Dong-moon local market has competitiveness in marine products. In terms of effects of service value on customer satisfaction, a statistically significant relationship between two factors is shown. In other words, if service value of traditional market is high, the customer satisfaction is elevated. Various ways to increase the service value are needed for visitors who visit the traditional market. For example, it is thought that if the reasonable price shall be presented, and inherent discomfort and complexity of traditional market shall be switched with scenery and customs, and uniqueness of local market. For verification of relationships between customer satisfaction and intention of recommendation, a significant effect is shown. Thus, we understand that the intention of recommendation is elevated if the satisfaction of traditional market is high through result of this study. The measures to raise the satisfaction emotionally are needed by reflecting the identity of region as well as cognitive factors for traditional market such as price, convenience and quality of products. When the implications of this study are summarized based on these results, choice attributes of traditional markets reflects the types of purchases made by modern consumers of the times. Thus, since there is limitation to accommodate the shopping trend of the current period with the ways of selling and management policy in the past, market environments should be created with consumer-oriented directions such as convenience or service while keeping the uniqueness of area. Next, in terms of verifying the effects and differences of demographic characteristics and customer satisfaction focused on choice attribute and service value of traditional market, the distinct characteristics were not exhibited. Even though the reputation of traditional market is not as high as in the past and the atmosphere is in a downturn with less frequency of visiting and attention, it is thought that Jeju Dong-moon market can grow as a traditional market with high competitiveness if a growth strategy associated with the tourism industry is established by sufficiently utilizing the advantages as a destination of tourism.