울산의 도시 관광 이미지에 관한 탐색적 연구

Abstract

An Exploratory Study on the Urban Tourism Image of Ulsan

Min-Jung Kim

Major in Tourism Management Graduate School of Business Administration Pukyong National University Supervised by Professor Jun, Jae-Kyoon

ABSTRACT

This study aims to propose managerial implications to promote urban tourism in Ulsan by investigating the urban tourism image perceived by tourists visiting Ulsan. For this purpose, a questionnaire was prepared for the items measuring the cognitive and emotional image of urban tourism, based on a review of prior research. After a refinement of the items in a pretest, the survey was taken with the tourists visiting Ulsan for 15 days from October 10 through October 25, 2009. A total of 150 close-ended questionnaires were distributed and 123 valid responses were used for the analysis through the statistical program packages of SPSS12.0. Research findings may be summarized as follows: First, in the demographical analysis of the sample, the respondents were nearly equally distributed in gender. About 46% of the respondents had at least a university degree. About 15% had more than three million in month salary. And approximately 22% resided in South Gyeongsang Province. Managerial implications, limitations, and future research directions are discussed at the end of the study. Second, in the validity test of the measured items in the cognitive image of Ulsan, the items proved uni-dimensionality and were categorized as the factors of diversity, culture, accessibility, and hospitality. In the validity test of the measured items in the emotional image of Ulsan, the items proved uni-dimensionality and were categorized as the factors of brilliance and interest. Third, in the analysis of variance between cognitive image factors and the demographical variables, no statistically significant differences were found between the factor of accessibility and the job, hospitality and the age group. And in the analysis of variance between emotional image factors and the demographical variables, statistically significant differences were found between the factor of interest and the age group. Finally, in the cognitive image of urban tourism in Ulsan, good mass transportation facilities, agreeable climate and weather, gorgeous urban view, and so on were found to be perceived by the tourists in the order of its strength. In the emotional image of urban tourism in Ulsan, uniqueness, magnificence, friendliness, and so on were found to be perceived the tourists in the order of its strength. And in the overall image of urban tourism, Ulsan was found to be strongly perceived as business tourism city and culture tourism city.

Key Words: Urban Tourism, Urban Tourism Image, Cognitive Image, Emotional Image