부산대학교 도서관

Purpose - The purposes of this study are to examine the prior images of eco tourism festivals in the Jeju region and investigate their effects on intention to visit. Research Design, data, and methodology -A survey was conducted with native tourists that visited one of six eco tourist destinations in the Jeju region. Collected data was put to descriptive statistics and reliability analysis with the SPSS 21.0 program. Factor analysis was conducted to identify factors of eco tourism festival images, and regression analysis followed to shed light on relations between eco tourism images and intention to visit. Result - The findings show that there were three factors comprising eco tourism festival images including "education," "experience" and "use." Multiple regression analysis was performed to figure out whether the attributes of eco tourism festival images would have impacts on intention to visit. The results reveal that only "education" had significant impacts on it with "experience" and "use" having no significant impacts on it. Conclusions - There is a need to enhance the images of eco tourism festivals for experience and convenient use, but it is also required to change the images of such festivals around educational effects and learning in that education is one of the important image elements that tourists wish to get from eco tourism.