Journal of Korean Society of Forest Science (한국산림과학회지)

Korean Society of Forest Science (한국산림과학회)
권호 표지
DOI QR코드

DOI QR Code

Comparison of Visitor Characteristics in Recreational Forests and Arboretums

자연휴양림과 수목원 방문객의 이용특성 비교 연구

  • Yoo, Rhee-Hwa (Forest Welfare Division, National Institute of Forest Science) ;
  • Jang, Youn-Sun (Forest Welfare Division, National Institute of Forest Science) ;
  • Lee, Jeong-Hee (Forest Welfare Division, National Institute of Forest Science)
  • 유리화 (국립산림과학원 산림복지연구과) ;
  • 장윤선 (국립산림과학원 산림복지연구과) ;
  • 이정희 (국립산림과학원 산림복지연구과)
  • Received : 2020.09.16
  • Accepted : 2020.10.16
  • Published : 2020.12.31
Download PDF
⟨ Previous Next ⟩

Abstract

This study was conducted with the aim of comparing and analyzing the relationship between visitors' characteristics and service satisfaction, overall satisfaction and loyalty (revisit intention, recommendation intention) of recreational forests and arboretums. The main results are as follows. First, the scores given for service satisfaction, overall satisfaction, and loyalty of the users of the recreational forests were all higher than those given by the visitors to arboretums, and the service satisfaction level was relatively different from that of the overall satisfaction level or loyalty of the users. Second, the service satisfaction level of the recreational forests did not affect the overall satisfaction level and visitor loyalty, whereas the service satisfaction level of the arboretum was found to be positively correlated with the overall satisfaction level and visitor loyalty. The results are meaningful given that the visitors to recreational forests and arboretums are distributed throughout the country; thus, we confirmed that there are differences in visitor characteristics between the two types of forest recreation areas. In order to differentiate operation strategies for each type of forest recreation areas, the development of common survey items covering the entire set of services provided by forest recreation areas is needed. In addition, it would be advantageous to further develop and modularize the relevant items and conduct surveys in parallel with common survey items, as the service contents are operated selectively to function in accordance with the purpose of creating each forest recreation area.

본 연구는 자연휴양림과 수목원 간의 방문 이용특성과 서비스 만족도, 전반적 만족도 및 충성도(재방문의향, 권유의향)의 관계를 비교, 분석하는 것을 목적으로 수행하였으며 주요 결과는 다음과 같다. 첫째, 자연휴양림의 서비스 만족도, 전반적 만족도, 이용객 충성도 모두 수목원보다 높게 나타났으며, 상대적으로 서비스 만족도가 전반적 만족도나 이용객 충성도에 비해 평균 차이가 큰 것으로 분석되었다. 둘째, 자연휴양림의 서비스 만족도는 전반적 만족도, 이용객 충성도에 영향을 주지 않는 반면, 수목원의 서비스 만족도는 전반적 만족도와 이용객 충성도에 정(+)의 상관관계가 있는 것으로 나타났다. 수목원 이용객의 전반적 만족도에 미치는 가장 큰 요인은 '산림 및 휴양경관'이었으며 재방문의향은 '자연경관 체험콘텐츠'와 '시설이용요금'이, 권유의향은 '자연경관 체험콘텐츠'가 가장 큰 영향을 미치는 인자로 도출되었다. 본 연구는 전국에 분포한 자연휴양림과 수목원 방문 이용객을 대상으로 공통된 항목을 동시에 조사한 자료를 토대로 분석하여 두 산림휴양공간 간에 이용특성에 차이가 있음을 확인하였다는데 의미가 있다. 향후 이러한 전국 규모의 이용객 실태조사 결과가 산림휴양공간 유형별 차별화된 운영전략 제시로 이어지기 위해서는 산림휴양공간에서 제공하는 서비스 전반을 아우르는 공통 조사항목의 개발이 필요하다. 더불어 각각의 산림휴양공간의 조성목적에 부합하는 기능 발휘를 위해 서비스 콘텐츠를 선택적으로 운영하고 있으므로 해당 항목을 추가적으로 개발, 모듈화하여 공통 조사항목과 병행 조사하는 것이 바람직할 것으로 판단된다.

Keywords

References

  1. Choi, G.Y., Kim, T.I. and Kim, J.J. 2016. Visitor behavior and management strategy of recreation forest by ownership type using importance-performance analysis. Journal of the Korean Institute of Forest Recreation 20(2): 41-55. https://doi.org/10.34272/forest.2016.20.2.004
  2. Choi, Y.S. and Lim, K.U. 2017. The effects of tourism motivation on satisfaction and behavior intention in natural recreation forest. International Journal of Tourism and Hospitality Research 31(11): 63-77. https://doi.org/10.21298/ijthr.2017.11.31.11.63
  3. Choi, Y.S. 2020. Analysis of the effect of brand asset factors of arboretum on visitor satisfaction: A case study of herb farm in Wonju city. Journal of the Korean Institute of Forest Recreation 24(1): 29-35.
  4. Han, M.S., Jang, J.G., Park, S.H. and Park, J.G. 2018. Analysis of the satisfaction factors in Deagu arboretum. Chrysanthemum Exhibition. Journal of The Korean Institute of Forest Recreation 22(2): 71-78.
  5. Han, S.Y. 2006. Determinant paths of recreation forest visitors' satisfaction and revisit by Expectation-Disconfirmation theory. Journal of Korean Society of Forest Science 95(3): 291-298.
  6. Han, S.Y. and Kim, Y.P. 2014. Valuing service quality of national natural recreation forest by the kano model. Proceeding of the Korean Institute of Forest Recreation and Welfare 340-340.
  7. Hong, S.K., Kim, J.H., Kim, Y.H., Kim, S.J., Jang, H.C., Lee, S.H. and Tae, Y.L. 2010. Perceived value, satisfaction and revisit intention for arboretum visitors. Journal of Korean Forest Society of Forest Science 99(4): 517-527.
  8. Hyun, J.O., Kim, Y.S., Shin, H.T., Shin, K.K., Kim, J.I., Kim, J.G., Yoon, J.W. and Yi, M.H. 2012. The user's satisfactory analysis of botanical gardens and arboreta in Korea. Journal of the Korean Institute of Forest Recreation 16(1): 13-24. https://doi.org/10.34272/forest.2012.16.1.002
  9. Jeon, M.J. and Sim, K.W. 2010. The effects of recreation forest visitors' satisfaction on loyalty: A case of 33 national natural recreation forests. Journal of the Environmental Sciences 19(8): 961-969. https://doi.org/10.3321/j.issn:1001-0742.2007.08.010
  10. Kang, K.R. and Lee, K.C. 2009. Model study on the level of user satisfaction for recreational forest. Journal of Korean Forest Society 98(4): 435-443.
  11. Kang, K.R. 2012. A study on operation strategy by multivariate regression of Deagu arboretum visitor's satisfaction. Journal of Korean Forest Society 101(1): 36-45.
  12. Kim, M.H., Jin, S.H., Park, J.S., Ahn, Y.S. and An, K.W. 2012. Visitor behavior and importance-satisfaction analysis in provincial Wando-arboretum. Journal of Forest Science 28(1): 37-45. https://doi.org/10.7747/JFS.2012.28.1.037
  13. Koo, D.Y., Han, S.Y. and Sim, K.W. 2015. A study on change of satisfaction and loyalty according to the service quality of trail riding activity. Journal of the Korean Institute of Forest Recreation 19(3): 41-49. https://doi.org/10.34272/forest.2015.19.3.005
  14. Korea Forest Service. 2019. 2019 Korea Forest Service Annual Plan (Internal Materials).
  15. Lee, C.H., Jeon, G.N., Lee, H.J. and Maeng, H.J. 2014. Investigation on satisfaction and requirements of visitors to improve effectiveness of the aquatic plants exhibition in Korea National Arboretum. Korean Journal of Environmental Education 27(4): 521-533. https://doi.org/10.17965/kjee.2014.27.4.521
  16. Lee, C.H., Choi, W.C., Song, Y.J., Nam, C.H., Kim, Y.J. and Maeng, H.J. 2015. Investigation on satisfaction and requirements of the native chrysanthemum exhibition programs the improve exhibition effectiveness and to understand the native plants' value in Korea National Arboretum. Korean Journal of Environmental Education 28(3): 193-209. https://doi.org/10.17965/kjee.2015.28.3.193
  17. Lee, J.J., Lee, H.T. and Cho, H.J. 2012. Influence of the natural forest service quality on user's satisfaction and demand for revisit-by focusing on five natural forest in Kyung-buk province. Journal of the Korean Institute of Landscape Architecture 40(2): 64-73. https://doi.org/10.9715/KILA.2012.40.2.064
  18. Lee, J.Y. 2012. The effect of the satisfaction of the visitors using national natural recreational forest in Gangwon-do on the intention to revisit. Journal of Korea Planning Association 47(3): 325-344.
  19. Lee, S.H., Kang, S.K. and Han, S.Y. 2017. Development of visitor satisfaction model national Baedudaegan Arboretum by path analysis. Journal of the Korean Institute of Forest Recreation 21(3): 57-65. https://doi.org/10.34272/FOREST.2017.21.3.006
  20. Lim, Y.J., Bae, J.K., Ju, J.S. and Kim, H.J. 2005. Analysis of visitors' behavior and satisfaction in Korea National Arboretum. Journal of the Korean Institute of Forest Recreation 9(2): 21-27.
  21. Lim, Y.J., Bae, J.K., Ju, J.S. and Lee, D.S. 2007. Evaluation of visitors' service quality in Korea Arboretum. Proceeding of the Korean Institute of Forest Recreation and Welfare 58-60.
  22. Lim, Y.J., Bae, J.K., Ju, J.s. and Lee, D.S. 2008. An analysis of visitors motivation and satisfaction by visitors past experience at Korea National Arboretum: Comparison between first visit and revisit. Journal of the Korean Institute of Forest Recreation 12(2): 47-55.
  23. Ministry of Government Legislation. 2020. Forest Welfare Promotion Act.
  24. Oh, M.J. 2020. An empirical study of the effects of service quality and service user satisfaction on the reuse intentions of service user in assistive technology service. Disability & Employment 30(2): 49-70 https://doi.org/10.15707/DISEM.2020.30.2.003
  25. Park, G., Yun, Y.J., Kil, S.H. and Rho, H.E. 2019. An improvement direction for increases of visitor satisfaction on arboretum by post-evaluation. Journal of the Korean Institute od Traditional Landscape Architecture 37(2): 60-72.
  26. Ryu, Y.S. 2019. A study on policy priority and satisfaction in improving the operation of the public arboretum: In the case of the Daegu Arboretum. Journal of Environmental Science International 28(9): 797-806. https://doi.org/10.5322/jesi.2019.28.9.797
  27. Shin, H.T., Kim, S.J. and Sung, J.W. 2020. Key words analysis of arboretum and botanical garden using big data. Journal of the Korean Institute of Forest Recreation 24(2): 1-10.
  28. Sim, K.W. and Lee, J.H. 2010. An examination of the national natural recreation forests of visitors' satisfaction on behavioral intention. Journal of the Korean Institute of Forest Recreation 14(2): 63-70. https://doi.org/10.34272/FOREST.2010.14.2.008
  29. Song, J.H., Jin, H.Y., Maeng, H.J., Choi, W.K., Song, Y.J., Jeon, Y.C. and Lee, C.H. 2016. Investigation for satisfaction of facilities and programs of garden playground of Korea National Arboretum for spreading garden cultures. Korean Journal of Environmental Education 29(3): 321-335. https://doi.org/10.17965/kjee.2016.29.3.321
  30. Yoo, R.H., Lee, J.H. and Jang, Y.S. 2020. 52-hour workweek and change in forest recreation activities. NIFoS Forest Policy Issue. No. 138. p.20.

Cited by

  1. An EDA Analysis of Seoul Metropolitan Area’s Mountain Usage Patterns of Users in Their 20~30s after COVID-19 Occurrence vol.24, pp.2, 2020, https://doi.org/10.11628/ksppe.2021.24.2.229