오토캠핑 참여자의 동기, 가치, 만족도, 충성도 간의구조적 관계 분석

초록

Outdoor recreation activity is showing continuous growth all over the world. Among outdoor recreation activities, auto-camping is greatly increasing in the country. Structural causal relationship among motivations of auto camping, value, satisfaction and loyalty is needed to examine to understand the rapidly increasing camping Participants’ behavior for a short period. This research attempts to understand camping Participants’ behavior and suggest implications for continuous auto camping activities at a time when auto camping is greatly increasing. The purpose of this study was to examine the effect of auto camping Participants’ motivations on value during camping activities and to analyze the structural relationship among value, satisfaction and loyalty. A motivation was classified in detail as push and pull factors and value was classified as hedonic and utilitarian value. This study conducted questionnaire-based survey, interviews for 4 campers and 2 camp managers, and on-site observation. The surveys including observation and interview were carried out from November 25th to December 29th in 2012. A total of 385 questionnaires were collected and 336 were analyzed in this study. The results indicated that both push and pull motivation influenced value and they more influenced utilitarian value than hedonic value. Satisfaction also showed a greater influence on utilitarian value than hedonic value and had a large influence on loyalty.

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