장소이미지와 행동의도의 인과구조 분석

Abstract

장소성은 지역마다 다르게 나타나며 장소성의 인지는 지역만의 특성을 형성시켜 인구와 자본을 끌어 들인다. 지역의 특성을 고려하여 장소성을 활성화 시키거나 발전시키는 장소성 조성의 중요성이 점차 확대되고 있다. 기존의 장소성에 대한 연구는 활성화된 특정 상업지역에 대한 연구가 주를 이루었다. 지역의 특성을 특성을 파악하여 장소를 조성하기 위해서는 다양한 지역의 장소성에 대한 연구가 필요하다.

이에 본 연구는 각 지역이 가지고 있는 특성을 확인하고 방문객을 대상으로 지역의 장소 인지정도를 파악한다. 또한 다양한 지역을 대상으로 장소이미지와 행동의도의 인과구조를 분석하여 지역별 차이를 확인하고자 한다. 홍대, 신촌, 건대, 신천지역을 대상으로 방문객이 느끼는 장소 인지정도를 확인하였으며, 구조방정식 모형을 활용하여 인과구조 분석을 실시하였다. 연구의 전체적인 흐름은 다음과 같다.

먼저 선행연구와 사전조사를 통하여 지역을 선정하고 지역에 대한 정보를 습득하였다. 이론적 고찰을 통하여 장소이미지에 대한 개인적 판단인 장소애착과 사회적 판단인 장소의 의미가 행동의도에 미친다는 인과구조 이론모형의 용어정의와 관계정립을 실시하였다. 지역의 방문객들의 장소 선호정도와 장소이미지 인지정도를 확인하여 지역 별 장소 인지정도 차이를 비교·분석하였다. 지역 별 인과구조를 확인하기 위해 각 지역이 가지는 장소이미지 형용사를 각각 요인별로 도출하였으며, 이를 통해 장소이미지와 행동의도의 인과구조모형을 구축하였다. 홍대, 신촌, 건대, 신천지역에서 확보된 장소이미지가 경로모형에 따라 어떻게 나타나는 가를 경로계수를 확인하여 잠재변수와 측정변수간의 영향력을 확인하였다. 최종적으로 지역 별로 장소이미지와 행동의도의 인과구조를 확인하여 지역 별 차이를 분석하였다. 각 단계별 분석에 따른 결론은 다음과 같다.

첫째, 선행연구 검토를 통하여 장소이미지 인과구조 형성요소의 개념을 정의하였다. ‘장소이미지’는 장소가 지니는 정체성인 다양한 이미지 형용사로 정의되며, ‘장소애착’은 지역을 경험한 개인이 보이는 반응 평가, ‘장소의 의미’는 지속성을 띠고 나타나는 집단적인 반응평가, ‘행도의도’는 지역 방문객이 경험을 통해 느낀 여러 가지 복합적인 감정이 행동으로 표출되는 상태를 의미한다. 또한 장소이미지에 대한 장소애착과 장소의 의미가 행동의도에 영향을 미친다는 기존의 가설구조를 재확인하였다.

둘째, 장소 선호정도와 장소이미지 인지정도에 대하여 차이검증을 실시하여 방문객의 장소 인지정도에 대하여 알아보았다, 지역 전체의 모든 방문객은 홍대, 신촌, 건대, 신천 순으로 인지하지만, 각 지역에서 자신이 방문한 지역에 높은 장소 인지정도를 나타나는 것을 확인하였다.

셋째, 지역별로 장소이미지 형용사를 도출하여 인과구조모형을 구축하였다, 지역별 인과구조모형의 경로구조는 모든 지역에서 장소이미지는 장소애착에 유의한 영향을 미치며 행동의도에 유의한 영향을 미치는 것을 확인하였다. 또한 홍대지역을 제외한 모든 지역에서 장소이미지가 장소의 의미에 유의한 영향을 미치지만 행동의도에는 유의한 영향을 미치지 않는 것을 확인하였다.

이렇한 연구 결과를 통해 지역은 동일한 인과구조모형에서 지역의 특성에 따라 다른 경로계수값을 가진다. 지역적 특성에 따라 방문객은 자신이 방문한 지역에 대하여 장소 인지정도가 높게 나타난다. 이는 지역의 차별화된 장소성의 계획 및 설계 시 방문객이 느끼는 지역의 특성을 파악하고 방문객들의 개인적 장소애착을 고려한 다양하고 지속적인 계획과 설계가 필요함을 시사한다.| Placeness appears differently for each region. Placeness cognition attract population and capital by forming the region's characteristics. Development by considering the characteristics of the local area to activate placeness the importance of the composition is gradually expanding. About the placeness of the existing research, the research became active in certain commercial areas. Identify the characteristics of the character of the area in order to create a place, research is needed about the placeness of the various regions.

Characteristics in each region, and visitors of this study is to identify the target area is a cognitive degree of place. Regional differences in various regions to the place image and behavior of the Causal structure analysis to confirm. Hongik University, Sinchon, Konkuk University, Shinchon area places visitors feel determine the extent and causal structure utilizing structural equation model analysis was performed. Following are the basic frame of the study. First acquire information about the area and were selected to study and advance through the survey area. Social judgment, the meaning of place attachment and place image in place of personal judgment for theoretical consideration the causal structure theoretical models of behavior also extends to the definition of the term and to establish the relationship was conducted. Place image or place in visitors' preferred degree and determine the extent of the region-specific degree of difference is the place comparisons and analysis. Through the image to check the local causal structure, where each area has an adjective by each factor were identified, it was to build a model of place image, and behavioral intentions of causal structure. Place the image in a secure area of Hongik University, Sinchon, Konkuk University, Shinchon path, depending on the model, the influence between the measured variables and the latent variables determine how going the path coefficients appear. Finally, the place image and behavior of the Causal structure analysis of the regional differences by region.

Below are the conclusion on the process of such sequential analysis.

First, define the concept of the formed elements of the causal structure in the place image through the preceding studies. 'Place image' is an adjective defined as the variety of images that the place identity. 'Place attachment' assessment is the evaluation of individuals who have experienced the area visible reaction, the meaning of 'place' and the color persistence that appear group reactions. 'Behavior' means the status of several complex emotions felt through the local visitor experience is channeled into action. Also means to have an influence on the behavior of place attachment and the place image in place of the existing structure reaffirmed the hypothesis.

Second, much prefer this place, and place the image for the differences in the degree of validation carried out a place for visitors to the degree were investigated. Hongik University, Sinchon, Konkuk University, Shinchon order to all visitors of the whole region. However, was confirmed in each region visited his local high degree is the place to appear.

Third, Derive regional image to place the adjective was to build a model of the causal structure. Regional causal structure model of the structure of the path that was affecting significantly affect the behavior of a significant attachment to place the image in place in all areas. Also Significantly affecting behavior of does not have an influence on what the meaning of the place the place the image in all regions except the Hongdae area.

Research results through the same causal structure in the model, depending on the nature of the local area has a different path coefficients. According to the characteristics of the area, the visitor is the place visited his local degree is higher. Diverse and distinctive place identity in planning and design-time visitors feel the character of the area, considering the visitors' personal attachment to place to identify and suggest the need for continued planning and design.; Placeness appears differently for each region. Placeness cognition attract population and capital by forming the region's characteristics. Development by considering the characteristics of the local area to activate placeness the importance of the composition is gradually expanding. About the placeness of the existing research, the research became active in certain commercial areas. Identify the characteristics of the character of the area in order to create a place, research is needed about the placeness of the various regions.

Characteristics in each region, and visitors of this study is to identify the target area is a cognitive degree of place. Regional differences in various regions to the place image and behavior of the Causal structure analysis to confirm. Hongik University, Sinchon, Konkuk University, Shinchon area places visitors feel determine the extent and causal structure utilizing structural equation model analysis was performed. Following are the basic frame of the study. First acquire information about the area and were selected to study and advance through the survey area. Social judgment, the meaning of place attachment and place image in place of personal judgment for theoretical consideration the causal structure theoretical models of behavior also extends to the definition of the term and to establish the relationship was conducted. Place image or place in visitors' preferred degree and determine the extent of the region-specific degree of difference is the place comparisons and analysis. Through the image to check the local causal structure, where each area has an adjective by each factor were identified, it was to build a model of place image, and behavioral intentions of causal structure. Place the image in a secure area of Hongik University, Sinchon, Konkuk University, Shinchon path, depending on the model, the influence between the measured variables and the latent variables determine how going the path coefficients appear. Finally, the place image and behavior of the Causal structure analysis of the regional differences by region.

Below are the conclusion on the process of such sequential analysis.

First, define the concept of the formed elements of the causal structure in the place image through the preceding studies. 'Place image' is an adjective defined as the variety of images that the place identity. 'Place attachment' assessment is the evaluation of individuals who have experienced the area visible reaction, the meaning of 'place' and the color persistence that appear group reactions. 'Behavior' means the status of several complex emotions felt through the local visitor experience is channeled into action. Also means to have an influence on the behavior of place attachment and the place image in place of the existing structure reaffirmed the hypothesis.

Second, much prefer this place, and place the image for the differences in the degree of validation carried out a place for visitors to the degree were investigated. Hongik University, Sinchon, Konkuk University, Shinchon order to all visitors of the whole region. However, was confirmed in each region visited his local high degree is the place to appear.

Third, Derive regional image to place the adjective was to build a model of the causal structure. Regional causal structure model of the structure of the path that was affecting significantly affect the behavior of a significant attachment to place the image in place in all areas. Also Significantly affecting behavior of does not have an influence on what the meaning of the place the place the image in all regions except the Hongdae area.

Research results through the same causal structure in the model, depending on the nature of the local area has a different path coefficients. According to the characteristics of the area, the visitor is the place visited his local degree is higher. Diverse and distinctive place identity in planning and design-time visitors feel the character of the area, considering the visitors' personal attachment to place to identify and suggest the need for continued planning and design.