• The Journal of the Korea Contents Association
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• v.13 no.12
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• pp.1006-1016
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• 2013

This study seeks to identify the Entertainment tourist's pursuit values using means-ends chain theory. Data collection for this study is from July to October, 2012 in Jeju island. The procedure, Soft Laddering involves a series of one-on-one deep interviews with tourists who enjoyed performance arts. To carry out this study, first of all, contents analysis was employed to interview results. Second, Implication Matrix was made by contents analysis which showed direct and indirect relations. Finally, HVM was mapped for value systems. The results showed that Entertainment tourist's pursuit values were classified resulting in three values: Aesthetics, Communication with others, Pleasure. Especially in entertainment tourism, the major attributes was fun; the consequences was sensorial pleasure; the ultimate pursuit values was pleasure. These results support that entertainment tourists is homo ludens and entertainment tourism's marketer should concentrate on story-watching than story-telling.

• Journal of Agricultural Extension & Community Development
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• v.20 no.4
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• pp.989-1021
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• 2013

This paper examines the activating methods of heritage tourism by focusing on ecomuseum as regional revitalization strategy of agriculture heritage. Ecomuseum can be a vital tool to actualize the purpose of agriculture and fisheries heritage system, 'dynamic conservation' of 'a living heritage'. According to case study, Byeokgolje possesses high value to preserve and local government is planning to vitalize heritage tourism, but the system of heritage tourism is not properly equipped the four requisites for it (sincerity, educational value, entertainment, and nostalgia). Byeokgolje is insufficient system as an ecomuseum and has some challenging tasks to prepare the four requisites for ecomuseum(the legacy, museum, participation and contents) despite of high possibility. It is necessary that construct the four requisites for ecomuseum and fulfil the four requisites for heritage tourism to achieve the effect of regional revitalization by link to ecomuseum. That is, authentic contents developing, the participation of local residents, shakeholder, and creative class, site construction, academic approach, and providing the method of residents' income increasing are necessary.