Journal of the Korean Institute of Landscape Architecture (한국조경학회지)

The Korean Institute of Landscape Architecture (한국조경학회)
권호 표지
DOI QR코드

DOI QR Code

A Comparative Study on Resident and Tourist Value Systems of the Ancient Tombs in Gyeong-ju City Center - A Focus on Means-End Chain -

경주 도심 고분에 대한 지역주민과 관광객의 가치체계 비교연구 - 수단-목적 사슬 이론을 중심으로 -

  • Seok, Mi-Jeong (Dept. of Landscape Architecture, Graduate School, Dongguk University Gyeongju Campus) ;
  • Park, Joung-Koo (Dept. of Hotel & Tourism Management, Dongguk University Gyeongju Campus) ;
  • Kang, Tai-Ho (Dept. of Landscape Architecture, Dongguk University Gyeongju Campus)
  • 석미정 (동국대학교 대학원 조경학과) ;
  • 박종구 (동국대학교 경주캠퍼스 호텔.관광경영학과) ;
  • 강태호 (동국대학교 경주캠퍼스 조경학과)
  • Received : 2019.01.23
  • Accepted : 2019.03.26
  • Published : 2019.04.30
Download PDF
⟨ Previous Next ⟩

Abstract

This study aims to conduct a depth analysis of motivation and value of local residents and tourists based on means-end chain theory. The sampling of the study was conducted on local residents living near downtown area of Gyeong-ju City, and tourists through soft laddering and hard laddering methods. A mutual correlation model in relation with Hierarchical Value Map (HVM) for each group by conducting the analysis of factor loading (attributes, consequences, value) and cognitive structure (the correlations among attributes, consequences and value) was proposed and the comparisons of HVM for each group was also conducted. The structured questionnaires using Association Pattern Technique (APT) of hard laddering were utilized to analyze the means and end of value chain structures in terms of the attributes, consequences, value of Gyeong-ju Ancient Tombs. The findings propose that local residents are visiting Ancient Tombs Gyeong-ju City Center for 'Rest and take a walk' as the means, which results in 'Relieving stress' and eventually leads to the 'Improvement of historic and cultural cultivation' as the end. On the other hand, tourists also 'Rest and take a walk' as the mean, which also leads to 'Relieving stress'. However, unlike local residents, it eventually leads to 'Self-reflection and healing' as the end. It is expected that the findings of this study not only recommend us to consider preserving and managing cultural heritages and value of ancient tombs in developing "Ancient Tomb Park in Gyoneg-ju City Center" but also provides baseline data for the establishment of reasonable plans of utilizing tombs, historical and cultural heritages.

본 연구는 '수단-목적 사슬(Means-End Chain: MEC) 이론'을 토대로 경주 도심 고분 인근에 거주하는 지역주민과 관광객에 대한 경주 도심 고분의 방문에 관련한 심층적인 동기 및 가치를 분석하고자 하였으며, 이를 위해 소프트 래더링(soft laddering)과 하드 래더링(hard laddering) 방법론을 적용하였다. 이를 통하여 경주 도심 방문에 관련된 항목요인(속성, 혜택, 가치)과 인지구조(속성, 혜택, 가치의 연결 관계)를 파악하여 '가치단계도(Hierarchical Value Map)'의 상호 연관 관계모형을 구축함으로써 지역주민과 관광객의 가치체계를 비교하였다. 본 설문조사는 하드 래더링의 연계방식기법(Association Pattern Technique: APT)의 구조화된 설문지를 활용하여 지역주민과 관광객의 속성, 혜택, 가치에 기반한 수단(mean)-목적(end) 가치사슬 구조를 분석하였다. 연구결과, 경주 도심 고분을 방문하는 지역주민은 '휴식(휴양) 및 산책'을 수단으로 고려하고 있었으며, 이를 통해 결과적으로 그들은 '스트레스 해소'를 경험함과 최종적 목적 상태로 '역사 문화 보호 의식 배양'에 가치를 두고 있는 것으로 나타났다. 관광객 또한 '휴식(휴양) 및 산책'을 수단으로 고려하고 있었으며, 이를 통해 결과적으로 그들은 '스트레스 해소'를 경험함과 최종적 목적 상태로 '자기성찰 및 치유'에 가치를 두고 있는 것으로 나타났다. 이러한 결과를 중심으로 향후 "경주 도심 고분공원" 조성에 있어 우리는 고분의 문화유산 가치 보존 및 관리계획과 더불어 고분 지역주민과 관광객의 행동에 영향을 미치는 방문 가치에 관한 연구를 통해 보다 합리적인 고분 역사 문화 활용계획 방안 수립에 기초적인 자료로 활용이 가능할 것으로 기대된다.

Keywords

References

  1. Cha, M. K. and S. H. Kweon(2013) A research on value chain structure generated from use of social media by performing arts consumers: Focusing on means-end chain theory. Journal of Cyber communication Academic Society 30(4): 219-261.
  2. Choi. M. J.(2016) Yesterday and Today of the Preservation of Cultural Heritage in Korea. Seoul.
  3. Cultural Heritage Administration(2007) Training on the Management and Repair of Cultural Assets, Historical Understanding: 109.
  4. Cultural Heritage Administration(2009) A Study on the Improvement of Historic Site Designation System 2009.
  5. Gutman, J.(1982) A means-end chain model based on consumer categorization processes. Journal of Marketing 46(2): 60-72. https://doi.org/10.1177/002224298204600207
  6. Han, H. C., M. S. Cho, J. S. Oh and J. M. Seo(2011) Relationship between the HVM and cut-off level of means-end chain. The Korea Contents Society 11(4): 414-427.
  7. Han, H. J.(2007) A Study on bird Watcher's Value Using Means-End Chain Theory. Ph.D. Dissertation, Sejong University. Korea.
  8. Hwang, B. C.(2008) A Study on the Pursuit Values of the Cultural Tour Visitors to Worldwide Heritages. Ph.D. Dissertation, Gyeong-gi University. Korea.
  9. Jang, H. W.(2013) A Study on Cultural Tourist's Value Systems. Ph.D. Dissertation, Je-ju National University. Korea.
  10. Joo, J. S., C. S. Oh and Y. C. Kim(2006) Validity issues for qualitative researchers in educational/curriculum studies: Understanding different approaches. The Journal of Curriculum Studies 24(1): 61-95. https://doi.org/10.1080/0022027920240104
  11. Kim, I. S. and M. H. Cho(2011) The analysis of the relationship among Jeju-Olle attributes, walking tourists’ benefits and perceived values-application of means-end chain theory. The Journal of Tourism Studies 23(2): 127-154.
  12. Kim, Y. S., H. Kim and J. S. Ko(2014) Analysis on the use characteristics of citizen based on urban green spaces type. Journal of the Korean Institute of Landscape Architecture 42(5):31-40. https://doi.org/10.9715/KILA.2014.42.5.031
  13. Kwon, E. J., Y. H. Park and J. G. Park(2012) Understanding national park visitors' value system using laddering technique. The Tourism Sciences Society of Korea 36(5): 11-30.
  14. Lee, J. K. and S. W. Ryu(2018) Analysis of audience’s desire value for the Korean traditional performing art’s using means-end chain theory. Korea Art Management Association. 46: 135-165. https://doi.org/10.52564/JAMP.2018.46.135
  15. Lee, J. W.(2018) A Study on the Theory and the Activation System for the Utilization of Cultural Heritage. Ph.D. Dissertation. Korea Traditional Culture University. Korea.
  16. Lee, S. J.(2011) Preliminary study on defining and assessing heritage values for establishing conservation principles. National Research Institute of Cultural Heritage 44(4): 154-171.
  17. Lee, S. J.(2017) The meaning, value and use of the Gaya ancient tombs. Keangnam Power Research Institute. 140: 8-27.
  18. Lim, J. E. and H. R. Lee(2013) A study of urban park visitors’ value pursuit using the laddering method. The Tourism Sciences Society of Korea 37(2): 11-29.
  19. Nunkoo, R. and H. Ramkissoon(2009) Applying the means-end chain theory and the laddering technique to the study of host attitudes to tourism. Journal of Sustainable Tourism 17(3): 337-355. https://doi.org/10.1080/09669580802159735
  20. Olson, J. C. and T. J. Reynolds(1983) Understanding Consumer's Cognitive Structure Implications for Advertising Strategy, Advertising and Consumer Psychology, Lexington, MA: Lexington Books.
  21. Park, C. I.(2010) A study on expansion of urban park and green belt basedon residents' attitude of park and green belt. The Journal of Korean institute of Forest Recreation 14(3): 29-37.
  22. Song, G. I.(2012) The comparison of the hierarchical value map from smartphone user's involvement. Social Science Research Review 28(4): 303-328.
  23. ter Hofstede, F., A. Audenaert, J.-B. E. Steenkamp and M. Wedel (1998) An investigation into the association pattern technique as a quantitative approach to measuring means-end chain. International Journal of Research in Marketing 15: 37-50. https://doi.org/10.1016/S0167-8116(97)00029-3
  24. Wassenberg, C. L., M. A. Goldenberg and K. E. Soule(2015) Benefits of botanical garden visitation: A means-end study, Urban Forestry & Urban Greening 14(1): 148-155. https://doi.org/10.1016/j.ufug.2015.01.002