어촌체험마을사업의 고유성과 관광체험이 관광객의 만족에 미치는 영향에 관한 연구

Abstract

A fishing village experience tourism which provides urban residents with tangible and intangible resources of fishing villages has been started in an effort to improve the quality of life and income of fishing village residents who gave been going through tough times because of the weakening competitiveness of the fishing industry. Tourist preferences have been shifting from the simple escapist tourism in which tourists just see and enjoy attractions to the experience tourism that is well received as a differentiated sightseeing program. This study aimed to redefine the concept of fishing village tourism. In addition, it aimed to carry out detailed analyses of the influences of authenticity and non-authenticity of fishing village experience on tourist satisfaction as well as the influences of tourist experience on their satisfaction. The study evaluated responses of people who visited two research target fishing villages in the East and West sea areas (Hwasung-si Baegmi-ri and Yangyang-gun Namae-ri) which have been rated as successful cases. The evaluation was performed to analyze how tourist satisfaction would be influenced by the authenticity of the fishing village experience program based on the authenticity theory (Wang, 1999) and the experience realms theory (Pine & Gilmore, 1999). This study tried to find out realistic factors of the experience realms theory through field investigation, conducting interviews, and holding discussions. From these, the cause-and-effect structure of authenticity, tourism experience and satisfaction could be identified. The results of hypothesis tests are as follows; With respect to the relationship between authenticity and satisfaction in hypothesis I, authenticity did not have a statistically significant effect on satisfaction for both villages, while non-authenticity had a significant influence only for Baegmi-ri fishing village. As a result. the research hypothesis I that authenticity influences satisfaction was partially supported. Regarding hypothesis II of the link between authenticity and tourism experience, a significant effect of authenticity was found in education experience for both villages, in entertainment experience for Baegmi-ri village, and in esthetic experience for Namae village. It indicates that different patterns of the influence of authenticity on tourism experience between the villages. The effect of non-authenticity was significant on escapist experience for both villages, but patterns were not different between the two villages. Consequently, hypothesis II was also partly supported. The relationship between tourism experience and satisfaction in hypothesis III was significant in education, entertainment, and escapist experiences for both villages, which lends support to hypothesis III to some extent. These results suggest useful implications for business strategies and policies those can enhance the quality of fishing village experience tourism as follows; First, the project for promoting fishing village experience should have goal-oriented differentiation from its initial design phase to highlight unique features of different village experiences. It is important that the project should be equipped with basic conditions which can demonstrate characteristics of each village itself. Second, the visitors to the fishing villages responded differently to satisfaction in non-authenticityl. Thus, it can be important to provide supports which can improve the accessibility and the convenience of using facilities such as parking lots. Third, the most important factor in authenticity and tourist experience is education. Specific efforts which can build up education experiences should be made in fishing village experience tourism. A common feature of both villages is that the majority of tourists are in their 30 and 40s accompanied by their families. It appears that those who are conscious of the recent trend of school education that values field trips show sensitive responses to the expectation and satisfaction of education experience. Fourth, when experience programs are satisfactory, tourists are not constrained by time and expenses needed for trips to the villages. That is, as long as they expect much satisfaction from a certain village, they can visit regardless of time and distance even if it is located in a remote area. Fifth, fishing related facilities should be separated from experience related facilities. When devoted to tourism experience without the interference of fishing facilities, the villages showed good performance. Sixth, the development of customer-centered experience tourism should be made first. As it is hard to attain the goals of the policy by solely relying on visitors' payment for use of the experience facilities, the endeavor to develop customized experience programs targeting main tourists and a variety of additional products is required. Seventh, for the scalability and continuity of the fishing village experience program, it is crucial to culture experts. In order to develop a fishing village experience tourism into a full-fledged industry, various supports such as research funds for expert training are needed.