도보여행객의 여행동기, 선택속성 및 만족에 관한 연구

Abstract

'Walking tour' is a type of tourism that you walk from one place to another in natural environment, understanding the cultures of travel destinations, and making time for reflection and meditation. According to Koreatrails(www.koreatrails.or.kr)' a website for walking tours in Korea— 522 hiking tails have been already developed in Korea as of December, 2013. However, in spite of the number of trails, few tourist researches or disciplinary studies have been made on the use and value of walking tour as a new tourist product. Many of the studies already done on hiking trails are limited to Ollegil,(올레길), the Jeju Olle Trail. However, given the emergence of walking tours and new types of tours--green tourism and fair tourism, etc and given increasingly diversified consumer demands for tourist products, walking tours need to seek ways to meet demands in tourism market in a broad and diverse way. This study is an investigative study into the effects that the 'travel motivations' and 'selection attributes' of participants on walking tourism have on their 'degree of satisfaction' by identifying tourist motivations for selecting walking tour among many types of tourism and their effects on hikers' degree of satisfaction. The study aims to suggest implications for marketers promoting walking tour products. This study was conducted with hikers affiliated with 'walking on beautiful roads '-one of Busan's preliminary social enterprises- with a total of 176 copies used for a final effective sample. Data collected was analyzed using SPSS WIN 18.0 to conduct a frequency analysis of the sample. Along with exploratory factor analysis, Cronbach's α coefficient was used as an estimate of the validity and reliability of each factor. Multi regression analysis was done for an analysis of travel motivations, selection attributes, and their effects on satisfaction. The scale rates items in the questionnaire in the following categories: 'Motivations' for walking tours consist of 5 factors- vacation, soul-searching, social get-togethers, nature tour, community experience-with a total of 20 items. 'Selection attributes' are composed of 4 factors- travel expense, programs, the attractiveness of tourist destinations, travel agency services-with a total of 12 items. 'The degree of satisfaction' is made up of 2 factors-overall satisfaction, the willingness to make referral, and the willingness to do promotion- with a total of 6 items. The results of the study are as follows: First, women users outnumber men, with a majority of them aged 40 and over. 62.5 % of the respondents have university degrees, with 80% of them participating in walking tours more than twice. Second, with respect to the hypothesis that motivations for walking tour would have a positive effect on the degree of satisfaction, test results show that 'motivations' have significant partial effects on the 'degree of satisfaction'. Motivations affect the degree of satisfaction in the order of nature tour, souil-searching, and vacation except for experience and social get-togethers- an indication that participants on walking tours tend to travel for the attractiveness of nature, wanting time for reflection and meditation. Third, with respect to the hypothesis that selection attributes would have positive effects on the degree of satisfaction, test results show that all 4 selection attributes drawn from factor analysis have significant effects on the degree of satisfaction. 'Selection attributes' affect the 'degree of satisfaction' in the order of the attractiveness of travel destinations, programs, travel agency services, and travel expenses-an indication that participants on walking tours consider multiple factors not single factor in selecting products. Motivations for 'nature tour' have the most significant effects on 'the attractiveness of tourist destinations', indicating the close relations between walking tour and nature in tourist attractions. As the first investigative study into participants in walking tours products offered by travel agencies, the study has the following implications for marketers: First, travel agencies selling walking tour products and government institutions concerned about the development of hiking trails need to discuss ways to make the most of natural resources as they are- rather than using development-oriented approaches. Given the hypothesis test results that 'nature tour' has the most significant effects on 'the degree of satisfaction', the development of walking tour products calls for back-to-basics approach. Second, marketers need to segment customers by travel motivation, taking strategic approaches to them. They need to analyze the attributes of hiking trails offered for travellers before developing a marketing strategy that appeals to each of them. Considering the findings of the study showing that 'motivations for vacation and self-reflection' have effects on 'the degree of satisfaction', marketers have to use strategies tailored to such customer needs. Third, marketers need to pay attention to the importance of hikers' selection attributes. With the selective attributes of products-one of the most important parts of product development for travel agencies- users' participation and response to products may vary depending on marketers' use of the attributes. 'All factors'-travel expenses, programs, the attractiveness of tourist destination, and travel agency services- have effects on the 'degree of satisfaction', with hikers choosing tourist products in a holistic point of view--not considering one or two factors. Given the current status of a significant increase in the number of hiking trails in Korea since the development of Ollegil,(올레길), the Jeju Olle Trail in 2007, it is time to promote qualitative growth for walking tour products. There is a need to make the most of the characteristics of walking tours and increase the overall degree of satisfaction among hikers so that it will become a type of tourism in fact as well as in name. The study has its own limitations: First of all, given its time and space limitations and use of random sample the study is insufficient in analyzing the motivations and selection attributes of whole hikers. Additional research is needed to conduct a survey of nationwide hikers. Another point is that with the lack of domestic and international studies on walking tours, the study has not gained access to precedent studies on the subject so it has not established a systemic approach to the emerging type of tourism. Therefore, further studies- on the motivations and selection attributes of walking tour and on its products- are needed to facilitate the walking tour. Hopefully, this study will make a small contribution to its development.