서울숲의 생태관광 매력속성이 지각된 가치와 만족에 미치는 영향

Abstract

최근 사람들의 라이프스타일과 가치관의 변화, 개인의 가처분소득 증가, 여가생활의 패턴 변화, 대안관광(Alternative Tourism)의 수요 증가로 인해 생태관광(Ecotourism)이 점차 확산되고 있다. 2002년‘UN이 정한 세계 생태관광의 해’를 맞아 제주도에서는 생태관광 심포지엄이 개최되었는데, 이것은 우리나라에서 열린 생태관광과 관련한 국내 첫 회의였다. 이에 생태관광에 관한 많은 연구들이 진행되었으나, 생태관광지 매력속성에 관한 연구는 거의 이루어지지 않았다. 관광지 매력도(Destination attractiveness)는 관광객이 관광지에 대해 갖는 인식과 느낌에 영향을 미친다. 따라서 생태관광지 매력속성에 대한 연구의 필요성이 제기된다. 또한 관광지 매력속성은 관광객들의 지각된 가치와 만족에 영향을 미친다. 그러므로 본 연구는 서울숲의 생태관광 매력속성, 지각된 가치와 만족 간의 영향관계를 분석하는 것을 목적으로 하였다. 연구목적을 달성하기 위해 생태관광, 생태관광지 매력속성, 지각된 가치, 만족에 관한 이론적 고찰을 하여 관광객이 인지하는 일반적인 생태관광 구성요소와 서울숲의 생태관광 매력속성 구성요소를 도출하였고, 가설을 세웠다. 실증조사는 서울숲에서 서울숲을 방문한 내국인관광객을 대상으로 2014년 5월 30일부터 6월 1일까지 실시하였고, 총 297부의 유효표본으로 SPSS 18.0을 사용하여 분석하였다. 측정문항의 타당도와 신뢰도를 확인하기 위해 탐색적 요인분석과 신뢰도 분석을 실시하였다. 또 가설검증을 위해 대응표본 t-검정과 다중회귀분석을 실시하였다. 본 연구에서 제시한 연구가설에 대한 실증분석결과는 다음과 같이 요약할 수 있다. 첫째, 관광객이 인지하는 일반적인 생태관광을 구성하는 요인은 자연환경, 생태탐방, 시설, 해설, 접근성, 비용, 지역성과 같은 7가지로 도출되었다. 둘째, 서울숲의 생태관광 매력속성을 구성하는 요인은 자연환경, 생태탐방, 시설, 해설, 접근성, 비용, 지역성과 같은 7가지로 도출되었다. 셋째, 관광객이 인지하는 일반적인 생태관광과 서울숲의 생태관광 매력속성 간에는 평균값 차이가 있는 것으로 나타났다. 넷째, 관광객이 인지하는 일반적인 생태관광은 지각된 가치에 긍정적인 영향을 미치는 것으로 나타났다. 다섯째, 서울숲의 생태관광 매력속성은 지각된 가치에 긍정적인 영향을 미치는 것으로 나타났다. 여섯째, 지각된 가치는 만족에 긍정적인 영향을 미치는 것으로 나타났다. 본 연구에서는 서울숲의 생태관광 매력속성 구성요소를 정립하였고, 서울숲의 생태관광 매력속성이 지각된 가치와 만족에 영향을 미치고 있음을 입증하였다. 따라서 서울숲의 성공적인 관리와 운영을 위해 매력속성을 고려해야 한다. 본 연구는 생태관광지를 대상으로 서울숲의 생태관광 매력속성, 지각된 가치와 만족 간의 관계를 규명하였다는데 의의가 있다. 또한 기존에 연구되지 않았던 서울숲의 생태관광 매력속성에 대해 연구하여 서울숲의 관리와 운영에 유용한 시사점을 제공한다. 따라서 이 연구 결과는 향후 서울숲의 홍보전략, 개선방안 및 발전방안을 세우는데 도움이 될 것이다.

주제어: 서울숲, 생태관광 매력속성, 지각된 가치, 만족|Ecotourism is gradually expanding in changes of people's lifestyles and values, personal disposable income growth, changes in patterns of leisure activities and growing demand of alternative tourism. Ecotourism symposium was held in Jeju in 2002, designated as the International Year of Ecotourism by the UN. It was the first national conference of ecotourism in Korea. Since the time many studies in ecotourism have been produced in Korea. But study on the attributes of ecotourism site attraction are seldom done. Destination attractiveness affects cognition and feeling of tourists to the destination. Therefore, we need to do study on the attributes of ecotourism site attraction. Also, the attributes of ecotourism site attraction affects perceived value and satisfaction of tourists. So, this study has the purpose to analyze the effects relations among the attributes of ecotourism attraction at Seoul Forest, perceived value and satisfaction. For the achievement of the study purpose, elements of the general tourism that tourists recognize and the attributes of ecotourism attraction at Seoul Forest were drew through theoretical examination of ecotourism, the attributes of ecotourism site attraction, perceived value and satisfaction, and hypotheses were built up. The questionnaire survey was taken from May 30, 2014 to June 1, 2014 at Seoul Forest, and it was done among Korean tourists who visited Seoul Forest. The questionnaire survey extracted a total 297 valid samples which were analyzed using SPSS 18.0. To verify the validity and reliability of measured questions, exploratory factor analysis and reliability analysis were conducted. Also the study hypotheses were verified with the use of paired t-test and multiple regression analysis. The results of empirical analysis of the study hypotheses proposed in this study can be summed up as follows: First, the factors consisting the general ecotourism that tourists recognize were extracted 7 elements: 'natural environment', 'ecological exploration', 'facility', 'interpretation', 'accessibility', 'cost', 'regionality'. Second, the factors consisting the attributes of ecotourism attraction at Seoul Forest were extracted 7 elements: 'natural environment','ecological exploration','facility','interpretation','accessibility','cost','regionality'. Third, it was found that there were differences in mean value between the general tourism that tourists recognize and the attributes of ecotourism attraction at Seoul Forest. Fourth, it was found that the general ecotourism that tourists recognize affects perceived value positively. Fifth, it was found that the attributes of ecotourism attraction at Seoul Forest affects perceived value positively. Sixth, it was found that perceived value from Seoul forest affects satisfaction positively. In this study, the elements of the attributes of ecotourism attraction at Seoul Forest were constructed, and it was verified that the attributes of ecotourism attraction at Seoul Forest affects perceived value and satisfaction. Thus, to manage and operate Seoul Forest successfully, the attributes of ecotourism attraction should be considered. This study is significant in the sense that the relationship between the attributes of ecotourism attraction at Seoul Forest, perceived value and satisfaction were identified for ecotourism site. In addition, the result of the study offer useful implications for Seoul Forest's management and operation as studying about the attributes of ecotourism attraction at Seoul Forest which it hasn't been previously studied. Therefore, the results of this study will be helpful in establishing promotional strategy, improvement plan and development scheme later on.

Key word: Seoul Forest, The attributes of ecotourism attraction, Perceived value, Satisfaction; Ecotourism is gradually expanding in changes of people's lifestyles and values, personal disposable income growth, changes in patterns of leisure activities and growing demand of alternative tourism. Ecotourism symposium was held in Jeju in 2002, designated as the International Year of Ecotourism by the UN. It was the first national conference of ecotourism in Korea. Since the time many studies in ecotourism have been produced in Korea. But study on the attributes of ecotourism site attraction are seldom done. Destination attractiveness affects cognition and feeling of tourists to the destination. Therefore, we need to do study on the attributes of ecotourism site attraction. Also, the attributes of ecotourism site attraction affects perceived value and satisfaction of tourists. So, this study has the purpose to analyze the effects relations among the attributes of ecotourism attraction at Seoul Forest, perceived value and satisfaction. For the achievement of the study purpose, elements of the general tourism that tourists recognize and the attributes of ecotourism attraction at Seoul Forest were drew through theoretical examination of ecotourism, the attributes of ecotourism site attraction, perceived value and satisfaction, and hypotheses were built up. The questionnaire survey was taken from May 30, 2014 to June 1, 2014 at Seoul Forest, and it was done among Korean tourists who visited Seoul Forest. The questionnaire survey extracted a total 297 valid samples which were analyzed using SPSS 18.0. To verify the validity and reliability of measured questions, exploratory factor analysis and reliability analysis were conducted. Also the study hypotheses were verified with the use of paired t-test and multiple regression analysis. The results of empirical analysis of the study hypotheses proposed in this study can be summed up as follows: First, the factors consisting the general ecotourism that tourists recognize were extracted 7 elements: 'natural environment', 'ecological exploration', 'facility', 'interpretation', 'accessibility', 'cost', 'regionality'. Second, the factors consisting the attributes of ecotourism attraction at Seoul Forest were extracted 7 elements: 'natural environment','ecological exploration','facility','interpretation','accessibility','cost','regionality'. Third, it was found that there were differences in mean value between the general tourism that tourists recognize and the attributes of ecotourism attraction at Seoul Forest. Fourth, it was found that the general ecotourism that tourists recognize affects perceived value positively. Fifth, it was found that the attributes of ecotourism attraction at Seoul Forest affects perceived value positively. Sixth, it was found that perceived value from Seoul forest affects satisfaction positively. In this study, the elements of the attributes of ecotourism attraction at Seoul Forest were constructed, and it was verified that the attributes of ecotourism attraction at Seoul Forest affects perceived value and satisfaction. Thus, to manage and operate Seoul Forest successfully, the attributes of ecotourism attraction should be considered. This study is significant in the sense that the relationship between the attributes of ecotourism attraction at Seoul Forest, perceived value and satisfaction were identified for ecotourism site. In addition, the result of the study offer useful implications for Seoul Forest's management and operation as studying about the attributes of ecotourism attraction at Seoul Forest which it hasn't been previously studied. Therefore, the results of this study will be helpful in establishing promotional strategy, improvement plan and development scheme later on.

Key word: Seoul Forest, The attributes of ecotourism attraction, Perceived value, Satisfaction