Developing Arboretums as Edutainment Spaces: Application of Revised Importance-Performance Analysis
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The economy growth-oriented national policy of South Korea has caused a decline in rural areas, farmland and urban vegetation over the last few decades. As a result, the central government, municipalities, and private sectors in South Korea have begun to realize the significance of restoring vegetation and developing green spaces. Korean economic growth has also stimulated a rise in the demand for a wide variety of recreation and tourism activities. In this respect, public and private entities in South Korea have started to take an interest in developing urban green spaces, including arboreta, to provide for citizens’ recreational and educational needs. The purpose of this research is to apply the revised IPA procedure to assess an arboretum’s facilities and amenities with the ultimate aim of recommending a management and marketing strategy for improving visitors’ satisfaction. At this stage in the understanding of arboretum attributes that visitors value, the revised IPA method served as an important check on researcher assumptions. A number of the 22 attribute items used in the scale for this study were derived from studies with similar objectives in forest recreation areas. As edutainment destinations the analysis revealed that other attributes contribute as much of more than natural features to visitor satisfaction. Similar to what is typically found in those studies, a positive arboretum experience requires attention to infrastructure amenities, such as adequate parking and restroom facilities.
Abstract
The economy growth-oriented national policy of South Korea has caused a decline in rural areas, farmland and urban vegetation over the last few decades. As a result, the central government, municipalities, and private sectors in South Korea have begun to realize the significance of restoring vegetation and developing green spaces. Korean economic growth has also stimulated a rise in the demand for a wide variety of recreation and tourism activities. In this respect, public and private entities in South Korea have started to take an interest in developing urban green spaces, including arboreta, to provide for citizens’ recreational and educational needs. The purpose of this research is to apply the revised IPA procedure to assess an arboretum’s facilities and amenities with the ultimate aim of recommending a management and marketing strategy for improving visitors’ satisfaction. At this stage in the understanding of arboretum attributes that visitors value, the revised IPA method served as an important check on researcher assumptions. A number of the 22 attribute items used in the scale for this study were derived from studies with similar objectives in forest recreation areas. As edutainment destinations the analysis revealed that other attributes contribute as much of more than natural features to visitor satisfaction. Similar to what is typically found in those studies, a positive arboretum experience requires attention to infrastructure amenities, such as adequate parking and restroom facilities.
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