Journal of the Korean Institute of Landscape Architecture (한국조경학회지)

The Korean Institute of Landscape Architecture (한국조경학회)
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Structural Relationships among Servicescape of Theme Park, Affective Image and Place Dependence - Focused on Visitors of Lotte World -

주제공원의 서비스스케이프, 정서적 이미지, 장소의존성 간의 구조적 관계 - 롯데월드 방문객을 대상으로 -

  • Lee, Woo San (Graduate School, Kangwon National University) ;
  • Yun, Hee Jeong (Dept. of Tourism Administration, Kangwon National University) ;
  • Shin, Sang Hyun (Dept. of Environment & Landscape Architecture, Shingu University)
  • 이우산 (강원대학교 일반대학원) ;
  • 윤희정 (강원대학교 관광경영학과) ;
  • 신상현 (신구대학교 환경조경과)
  • Received : 2017.03.23
  • Accepted : 2017.06.21
  • Published : 2017.08.31
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Abstract

This study intends to analyze the structural relationships among the servicescape of theme park, the affective image and the place dependence of visitors, one of the most important factors of place attachment. For this purpose, this study selects Lotte World in Seoul as a study site and conducts a questionnaire survey focused on visitors who visited the site previously. The results of an exploratory factor analysis, confirmatory factor analysis and structural equation method show that esthetics and amenity factors among servicescape of theme park affect the attractiveness and comfortableness of the affective image of visitors positively, and two factors of visitors' affective image also affect the their place dependence positively. Tourism planners or landscape designers can consider these useful servicescape elements of theme park as important planning and managing factors in order to improve the images of theme parks and the level of place attachment.

본 연구는 주제공원의 서비스스케이프와 방문객들의 정서적 이미지, 장소애착 중 중요한 요인 중 하나인 장소의존성간의 구조적 관계를 밝히는 것을 연구목적으로 한다. 이를 위해 본 연구는 서울의 롯데월드를 연구 대상지로 선정하였으며, 롯데월드를 방문한 방문객들을 대상으로 설문조사를 진행하였다. 탐색적 요인분석, 확인적 요인분석, 구조방정식모형을 이용한 분석결과, 주제공원의 서비스스케이프 중 심미성과 쾌적성이 방문객들의 정서적 이미지 요인인 매력성과 편안함에 긍정적 영향을 미치는 것으로 나타났다. 또한 정서적 이미지의 매력성과 편안함 요인 역시 장소의존성에 긍정적 영향을 미치는 것으로 분석되었다. 이상의 연구결과를 통해 관광계획가나 조경설계가들은 주제공원의 이미지 및 장소애착도를 향상시키기 위하여 이들 요인들을 유용한 계획 및 관리요인으로 고려할 수 있을 것이다.

Keywords

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