소림사의 관광상품화에 대한 관광객 만족도 평가
The Study of Shaolin Temple’s Tourism Commodity and Tourist Satisfaction
0
조회
0
다운로드
1
인용
0
참고문헌
키워드
초록
China’s economic indicator and its influence are always mentionedfirst in a study on the change of China after the reform and opening upin 1978. However, for a further dynamic example, the full-fledgedcommercialization of Shaolin Temple is receiving attention which hasreversed the perception of being the farthest from commercialization. Ofcourse it is presumed that the success of Shaolin temple was possiblebecause of the potential of culture and cultural capital that Chinapossesses. Based on the regimen and care of one’s health whichrepresent the culture of China as well as the ancient history and orientalculture, Shaolin temple made a big success in stimulating the curiosity ofgeneral public with oriental mysticism. Therefore, based on the above considerations, this study looks intothe present condition of Shaolin Temple’s commercialization of tourismfirst, then examines the value and the purpose of the consumers whohave been to Shaolin Temple for sightseeing in order to see whether thepresent condition of Shaolin Temple’s commercialization of tourism andconsumer’s expectation match. The summary of the research result is asbelow. First, Shaolin Temple currently gathers tourist with its culturalcapital as a core competence, but the result of empirical analysis showsthat the satisfaction felt by the tourists of Shaolin Temple was not veryhigh. This is mostly because of the fact that tourists cannot experiencethe representative martial arts tour and the life of Buddhist monk seenin the media such as novels and movies, and the superficial appearanceof Buddhist monks’ life in the Shaolin Temple was against theexpectation. Therefore, if Shaolin Temple truly tries to use the businessstrategy corresponding to the market economy system, it shouldestablish the marketing strategy in accordance with the desires of theconsumers. Second, an interesting part was that the tourists did not expect muchbeforehand on the religious factor but the actual satisfaction was higherthan the expectation. It may be a relief that satisfaction was madereligiously towards Shaolin Temple, but on the opposite spectrum,having a low expectation beforehand means that there was noexpectation originally. Third, according to the results of the analysis on the differences fromthe demographic variables, it was confirmed that affection towardsShaolin Temple is stronger if they are Buddhist, whereas general publicare unhappy about the present condition of the temple which is againstthe traditional method. Last, the result of the difference analysis on the average monthlyincome showed that if the income is higher, the commercialization ofShaolin Temple was positively evaluated. Especially based on thethreshold of 6,000 Yuan, it showed a generous attitude of going overthe average, which is possible to predict that people in the upper classhave a positive attitude towards the current commercialization of theShaolin temple than general public in China. From a different perspective,it is considered that the reason behind the rapid development of Chinaafter the reform and opening up can be judged to a certain extent. Especially as the income becomes higher, in other words, the upper classChinese people have a thorough spirit of the reformation and they aregenerous to anything if profits or results can be made.
Abstract
China’s economic indicator and its influence are always mentionedfirst in a study on the change of China after the reform and opening upin 1978. However, for a further dynamic example, the full-fledgedcommercialization of Shaolin Temple is receiving attention which hasreversed the perception of being the farthest from commercialization. Ofcourse it is presumed that the success of Shaolin temple was possiblebecause of the potential of culture and cultural capital that Chinapossesses. Based on the regimen and care of one’s health whichrepresent the culture of China as well as the ancient history and orientalculture, Shaolin temple made a big success in stimulating the curiosity ofgeneral public with oriental mysticism. Therefore, based on the above considerations, this study looks intothe present condition of Shaolin Temple’s commercialization of tourismfirst, then examines the value and the purpose of the consumers whohave been to Shaolin Temple for sightseeing in order to see whether thepresent condition of Shaolin Temple’s commercialization of tourism andconsumer’s expectation match. The summary of the research result is asbelow. First, Shaolin Temple currently gathers tourist with its culturalcapital as a core competence, but the result of empirical analysis showsthat the satisfaction felt by the tourists of Shaolin Temple was not veryhigh. This is mostly because of the fact that tourists cannot experiencethe representative martial arts tour and the life of Buddhist monk seenin the media such as novels and movies, and the superficial appearanceof Buddhist monks’ life in the Shaolin Temple was against theexpectation. Therefore, if Shaolin Temple truly tries to use the businessstrategy corresponding to the market economy system, it shouldestablish the marketing strategy in accordance with the desires of theconsumers. Second, an interesting part was that the tourists did not expect muchbeforehand on the religious factor but the actual satisfaction was higherthan the expectation. It may be a relief that satisfaction was madereligiously towards Shaolin Temple, but on the opposite spectrum,having a low expectation beforehand means that there was noexpectation originally. Third, according to the results of the analysis on the differences fromthe demographic variables, it was confirmed that affection towardsShaolin Temple is stronger if they are Buddhist, whereas general publicare unhappy about the present condition of the temple which is againstthe traditional method. Last, the result of the difference analysis on the average monthlyincome showed that if the income is higher, the commercialization ofShaolin Temple was positively evaluated. Especially based on thethreshold of 6,000 Yuan, it showed a generous attitude of going overthe average, which is possible to predict that people in the upper classhave a positive attitude towards the current commercialization of theShaolin temple than general public in China. From a different perspective,it is considered that the reason behind the rapid development of Chinaafter the reform and opening up can be judged to a certain extent. Especially as the income becomes higher, in other words, the upper classChinese people have a thorough spirit of the reformation and they aregenerous to anything if profits or results can be made.
참고문헌 (45)
- 고동우, "선행 관광행동 연구의 비판적 고찰", 관광학연구, 22(1), pp.207~299 (1998)
- 곽대진, "강진청자문화제 관광객의 만족도에 관한 연구", 석사, 전공학과, pp.2000
- 교빙, "중국소림무술문화관광의 활성화에 관한 연구 : 하남성 소림사를 중심으로", 석사, 관광학, pp.2009
- 여행상품과 유통구조, "국제관광공사", 4~6 (1976)
- 권윤희, "관광열차상품 선택속성이 관광행동에 미치는 영향 : 관여도의 조절효과 :정동진·바다열차·레일바이크상품 이용객 중심으로", 석사, 호텔관광경영학과, pp.2013
- 김광근, "방한 중국인관광객의 여행상품선택속성과 만족도에 관한 연구", 관광연구, 22(1), pp.133~153 (2007), 대한관광경영학회
- 김남훈, "관광 서비스 품질이 만족도와 재방문 의도에 미치는 영향에 관한 연구 : 동해안 관광지의 음식점 서비스를 중심으로", 박사, 경영학, pp.2006
- 김성혁, "관광학원론" (1994), 형설출판사
- 김태희, "문화관광축제의 방문자만족에 관한 연구", 석사, 관광경영학, pp.2004
- 도경록, "종교관광참여자의 만족 : 불교사찰방문자의 만족에 미치는 기대·성과·불일치의 영향을 중심으로", 석사, 관광학, pp.2000
- 박상수, "체면민감성에 따른 문화예술상품 소비자들의 추구혜택과 만족도에 관한 실증연구 -중국 북경, 상해, 심천의 20~40대 소비자들을 중심으로-", 中國과 中國學, 15, pp.31~63 (2012), 중국연구센터
- 박상수, "한ㆍ중ㆍ일 3국 국민의 사회 불평등 인식에 관한 연구", 한중사회과학연구, 10(4)통권 : 25, pp.103~128 (2012), 한중사회과학학회
- 박정화, "경제적 지위와 화폐태도에 따른 소비성향 및 여행상품 선택속성의 차이에 관한 연구", 박사, 호텔관광경영학, pp.2009
- 박창규, "기대와 지각된 성과가 관광자 만족에 미치는 영향에 관한 연구", 관광학연구, 22(2), pp.317~323 (1998)
- 변수녀, "관광의 동기, 만족 및 관광지 충성도간의 관계 구조모델: 제주 휴양관광객 대상", 관광레저연구, 19(3), pp.29~48 (2007), (사)한국관광레저학회
- 상려아, "한류중국관광객 동기유형군집별 여행상품선택속성 차이 분석", 관광연구, 25(1), pp.485~501 (2010), 대한관광경영학회
- 손대현, "불교사찰 방문자의 만족증대방안", 한양대사회과학논의, 19회, pp.135~158 (2000)
- 신원혜, "패션브랜드에 따른 상품속성과 브랜드 태도에 관한 연구", 한국생활과학회지, 13(6), pp.943~957 (2004), 한국생활과학회
- 신은주, "문화예술상품 소비자의 가치인식이 추구혜택과 상품속성에 미치는 영향", 아시아마케팅저널, 14(2), pp.177~207 (2012), 한국마케팅학회[DOI]
- 윤대순, "관광의 정의 확립에 관한 연구", 관광경영연구, 1(1), pp.11~30 (1997)
- 윤대순, "여행사경영론" (2009), 기문사
- 이선희, "관광마아케팅론" (1995), 대왕사
- 이장춘, "한국형 특화 관광상품개발과 관광선전방향에 관한 연구", 경기대학교 논문집, (8), pp.152~ (1980)
- 이정실, "지역축제방문동기 세분화 및 만족의 차이", 관광레저연구, 14(3), pp.143~156 (2002), (사)한국관광레저학회
- 이주형, "문화와 관광" (2006), 기문사
- 장혜정, "여행상품 선택속성이 소비자태도에 미치는 영향 : 관여도 조절효과를 중심으로", 석사, 관광경영학과 여행항공경영전공, pp.2013
- 정병웅, "사찰관광개발을 통한 종교관광활성화에 관한 연구", 관광개발논업, 6(1), pp.117~146 (1997)
- 정병웅, "사찰관광개발을 통한 종교관광 활성화에 관한 연구", 한국개발논총, 6(1), pp.117~146 (2004)
- 제문, "중국 소림사 방문객의 동기, 만족도, 재방문에 관한 연구 : 종교방문객과 일반방문객의 비교", 석사, 관광경영학과 관광경영학전공, pp.2012
- 주동근, "관광객의 만족도ㆍ추천의도에 영향을 미치는 여행상품 선택속성에 관한 연구－유럽지역 방문 관광객을 중심으로－", 한국항공경영학회지, 8(4), pp.3~20 (2010), 한국항공경영학회
- Beard, J.G., "MeasuringLeisureSatisfaction", Journal of Leisure Research, 12(1), pp.20~33 (1980)
- Brown, C.L, "Why is the Trivial Important?: A Reason-Based Account for the Effects of Trivial Attributes on Choice", Journal of Consumer Research, 26, pp.372~385 (2000)
- Carpenter. G.S., "Meaningful Brands from Meaningless Differentiation : The Dependence on Irrelevant Attributes", Journal of Marketing Research, 31, pp.339~350 (1994)
- Chon, Kye Sung, "Functional and Symbolic Congruity Approaches to Consumer Satisfaction", Dissatisfaction in Consumerism, 1991, pp.6(1), 191~196
- Crompton, J.L., "The Predictive Validity of Alternative Approaches of Evaluation Quality of a Festival", Journal of Travel Research, 34(1), pp.11~24 (1995)
- Dann, G.M.S., "Tourist Satisfaction: A Highly Complex Variable", Annals of Tourism Research, 5, pp.440~443 (1979)
- Geva, A., "Satisfaction Measure mention Guided Tours", Annals of Tourism Research, 18(2), pp.177~185 (1991)
- Jacob, B.B.G., "social Psychological perspective son leisure and recreation", pp.329~353 (1980)
- Keller, K. L, "Conceptualizing, Measuring and Managing Customer-Based Brand Equity", Journal of Marketing, 57, pp.1~22 (1993)
- Kotler, "Marketing for Hospitality and Tourism, 5th ed" (1996), Prentice Hall Inc
- Kotler, P., "Principles of marketing(9thed.)" (2001), Prentice Hall
- LeBlance, G., "Facters Affecting Customers Evaluation of service quality in Travel Agencies: An Investigation of Customer Perception", Journal of Travel Research (1992)
- Pizam, A., "Dimension of Tourist Satisfaction with a Destination Area", Annals of Tourism Research, 5(3), pp.314~322 (1978)
- Shafir. E., "Reason-Based Choice", Cognition, 9, pp.11~36 (1993)
- Vincent, C.S. Heung, "Important factors affecting Hongkong consumers’ choice of a travel agency for all inclusive package" (2000)