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Perceived Value, Satisfaction and Revisit Intention for Arboretum Visitors  

Hong, Sung-Kwon (Department of Environmental Science, Konkuk University)
Kim, Jae-Hyun (Department of Environmental Science, Konkuk University)
Kim, Yong-Ha (Korea National Arboretum)
Kim, Sung-Jin (Korea Culture & Tourism Institute)
Jang, Ho-Chan (Department of Tourism, Korea National Open University)
Lee, Seok-Ho (Department of Tourism, Korea National Open University)
Tae, Yoo-Lee (Department of Environmental Science, Graduate School, Konkuk University)
Publication Information
Journal of Korean Society of Forest Science / v.99, no.4, 2010 , pp. 517-527 More about this Journal
Abstract
The purpose of this study was to investigate the causal relationship among perceived value, satisfaction and revisit intention for visitors of the Korea National Arboretum. Three hundred respondents were selected by quota sampling, and well-known measurement scales utilized in marketing field were adopted in order to measure three variables with some modification to apply for arboretum visitors. Results of structural equation model showed that perceived value affected visitors' satisfaction, which in turn influenced revisit intention. Specifically, "emotional value" had the most significant influence on satisfaction, followed by "value for money" and "novelty value"; however, "social value" was not an influential construct. Based on calibration results, several strategies were suggested for the effective management. Authors advised that (a)improvement of measurement scale of value, (b)inclusion of self-congruity as antecedent variable to satisfaction, (c)changing revisit intention to word-of-mouth communication as a post-purchase behavioral intention, and (d)implementation of market segmentation should be considered for future research.
Keywords
arboretum; perceived value; satisfaction; revisit intention;
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Times Cited By KSCI : 4  (Citation Analysis)
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