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Effects of Determinants and Persuasion on the Willingness-to-Pay of the Cultural and Heritage Assets' Admission Fee within the National Parks  

Park, Joung-Koo (Dept. of Hotel & Tourism Management, Dongguk University)
Publication Information
Journal of the Korean Institute of Landscape Architecture / v.36, no.4, 2008 , pp. 100-110 More about this Journal
Abstract
The purposes of the study were to analyze the effects of determinants and persuasive messages on the willingness-to-pay cultural & heritage assets' admission fees. Recently visitors have responded to a nationwide boycott of the fees within national parks due to feelings of disapproval and resentment. Data were collected through onsite surveys of 302 visitors in the Mt. Gyeryong National Park. Regression analysis and two-way ANOVA were employed to obtain the results. The results indicate that credit card payment was the most prominent predictor of willingness-to-pay at the .05 level. The second highest coefficient was obtained in the condition levying of admission fees and parking fees at the same time, providing temple interpretive services, followed by free days for everyone on special days each month. In addition, the most persuasive message was the descriptive content, which stated that fees were profoundly committed to the protection of the cultural heritage for future generations. As a result, it is effective to continually persuade visitors to use posters or reminders that stress the preservation of cultural assets at the entrance gate.
Keywords
Persuasive Message; Temple Services; Protection of the Cultural Heritage;
Citations & Related Records
Times Cited By KSCI : 2  (Citation Analysis)
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