북촌 관광객의 동기, 이미지 및 지각된 가치 - 한국과 해외 관광객 비교 -

초록

This study conducted factor analysis, correlation analysis, frequency analysis, and multivariate variance analysis using SPSS20.0 software in order to examine the psychological behavior characteristics comparing tourism motivation, tourist image, and perceived value of foreigners visiting Bukchon Hanok Village. As a result of the study, it was found that there were significant differences in tourism motivation, tourist image, and perceived differences among Koreans, foreigners from English-speaking countries, and Chinese tourists visiting Bukchon Hanok Village. Compared to other foreign groups, Korean tourists showed the lowest level of all factors of tourism motivation, tourist image, and perceived value for Bukchon Hanok Village. On the other hand, foreign tourists from English-speaking countries had high levels of uniqueness, intimacy, and culture among tourism motivation factors, and all sub-factors of tourist attractions were high, and the perceived value level was the highest. Chinese tourists showed the highest level of tourism motivation in all five factors, and the image of tourist attractions showed the highest level of tourism resource. This study differs from previous studies in that it was conducted as a comparative study on tourists from three countries at a time when many studies were not conducted despite the high interest and preference of domestic and foreign tourists in Bukchon Hanok Village.

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