학술논문
모험관광객의 관광동기가 만족 및 행동의도에 미치는 영향에 관한 연구 : Push-Pull 요인을 중심으로 / The Effects of Push-Pull Factors on Satisfaction and Behavioral Intention for Adventure Tourism
Document Type
Dissertation/ Thesis
Author
왕영 / WANG, YING
Source
Subject
Language
Korean
Abstract
본 연구는 모험관광 동기 Push-Pull 요인이 만족 및 행동의도에 미치는 영향 관계를 중심으로 연구를 진행하였다. 연구 목을 달성하기 위하여 선행연구를 바탕으로 Push-Pull 요인 중심의 모험관광객의 관광동기, 만족, 행도의도에 대한 측정항목을 도출하여 설문지를 구성하였고, 유효한 설문자료 302부를 얻을 수 있었다. 통계 프로그램을 이용하여 연구대상자의 일반적인 특성을 알아보기 위해 기술통계분석을 실시하였고, 모험관광 동기 항목의 차원 도출하기 위해서 Push-Pull 요인에 대하여 탐색적 요인분석을 실시하였다. 또한 Push 요인과 Pull 요인이 만족 및 행동의도에 미치는 인과관계를 확인하기 위해 회귀분석을 실시하였다. 분석결과는 다음과 같다. 첫째, 모험관광 동기 Push 요인과 Pull 요인으로 나누러 분석한 결과 Push 요인은 7개 요인으로 묶였으며, '자아실현/성취', '신기/유희', '교류/관계향상', '일탈/휴식', '자연 친화', '신체/건강', '문화/학습'으로 각각 명명되었다. 그리고 Pull 요인은 4개의 요인으로 묶였으며 조직/프로그램', '위험선호', '시설/서비스', '자연경관'으로 명명되었다. 둘째, 모험관광객의 관광 동기가 만족 및 행동의도에 미치는 영향관계를 검증한 결과는 Push-Pull 요인 중 '일탈/유희' 1개의 Push 요인을 제외한 10개 요인은 만족에 유의한 영향을 미치는 것으로 나타났다. 나아가 모험관광의 만족은 행동의도에 유의한 영향을 미치는 것으로 검증되었다. 이러한 연구는 모험관광객의 관광동기를 Push-Pull요인으로 규명해 보았다는 측면에서 학술적 의의를 가진다. 또한 연구결과를 통해 모험관광객의 모험관광지 선택에 대한 의사 결정과정을 이해하는데 도움을 줄 것이며, 모험관광지 관리, 모험관광 상품 및 프로그램 개발, 모험관광 활성화를 위한 정책수립에 기여할 것으로 판단된다.
This is a study focused on the effects that Push-Pull factors of adventure tourism motivation have on satisfaction and behavioral intention. In order to achieve the purposes of this study, measurement items for motivation based on push-pull factors and those for satisfaction and behavioral intentions were derived from literature reviews and used for the survey questionnaires. A total of 302 effective survey data was collected. The data was analyzed using the PASW statistics 22(SPSS.22). Descriptive statistical analysis was used to examine the characteristics of respondents. Factor analysis on push-pull factors was conducted in order to get the dimensions of adventure tourism. Also, multiple regression analysis was employed to determine the causal relationship of push-pull factors on satisfaction and behavioral intention. Key results from the study are as follows.Firstly, motivation for adventure tourism was divided into two parts which are Push factors and Pull Factors. The push factors were divided into 7 factors, namely, 'Self-actualization/Achievement', 'Novelty/Fun', 'Communication/ Relationship improvement', 'Escape from Routine life/ Relaxation', 'Nature Friendship', 'Physical / Health', and 'Culture / Learning'. The pull factors were divided into 4 factors, namely, 'Organization / Program', 'Awareness of risk', 'Facilities / Services' and 'Tourism Resources'. Secondly, except for 'Novelty/Fun', the remaining 10 factors of adventure tourism motivation were found to influence satisfaction and behavioral intention. Moreover, satisfaction was proven to have influence on behavioral intention. This study investigated motivations of adventure tourists through push-pull factors which has academic significance. Moreover, the results of this study will help deepen understanding of tourists’ decision-making process for adventure tourism attractions. It will also contribute to the policy making related to adventure tourism management, development of adventure tourism products and programs, and adventure tourism activation.
This is a study focused on the effects that Push-Pull factors of adventure tourism motivation have on satisfaction and behavioral intention. In order to achieve the purposes of this study, measurement items for motivation based on push-pull factors and those for satisfaction and behavioral intentions were derived from literature reviews and used for the survey questionnaires. A total of 302 effective survey data was collected. The data was analyzed using the PASW statistics 22(SPSS.22). Descriptive statistical analysis was used to examine the characteristics of respondents. Factor analysis on push-pull factors was conducted in order to get the dimensions of adventure tourism. Also, multiple regression analysis was employed to determine the causal relationship of push-pull factors on satisfaction and behavioral intention. Key results from the study are as follows.Firstly, motivation for adventure tourism was divided into two parts which are Push factors and Pull Factors. The push factors were divided into 7 factors, namely, 'Self-actualization/Achievement', 'Novelty/Fun', 'Communication/ Relationship improvement', 'Escape from Routine life/ Relaxation', 'Nature Friendship', 'Physical / Health', and 'Culture / Learning'. The pull factors were divided into 4 factors, namely, 'Organization / Program', 'Awareness of risk', 'Facilities / Services' and 'Tourism Resources'. Secondly, except for 'Novelty/Fun', the remaining 10 factors of adventure tourism motivation were found to influence satisfaction and behavioral intention. Moreover, satisfaction was proven to have influence on behavioral intention. This study investigated motivations of adventure tourists through push-pull factors which has academic significance. Moreover, the results of this study will help deepen understanding of tourists’ decision-making process for adventure tourism attractions. It will also contribute to the policy making related to adventure tourism management, development of adventure tourism products and programs, and adventure tourism activation.