구례 산수유 자연휴양림 방문객 이용행태와 중요도-만족도 분석
Analysis of Importance-Performance and Visitor Usage Behavior at Gurye Sansuyu Natural Recreation Forest
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초록
본 연구는 구례군 소유의 산수유 자연휴양림을 방문한 이용객을 대상으로 이용행태, 자연휴양림의 시설 및 이용에 대한 중요도-성취도 분석(IPA)을 통해 지자체 자연휴양림의 활성화 방안을 위한 기초자료를 제공하고자 수행하였다. 자료수집을 위해 2024년 3월 ~ 5월 중 자연휴양림 숙박객을 대상으로 설문조사를 실시하였으며, 총 514부를 분석에 사용하였다. 분석 결과 첫째, 이용행태 특성은 주로 50~60대 이상(81.7%)의 연령을 중심으로 가족 단위 이용객들이 우세하고 자가용(94.6%)을 이용해 많이 찾는 것으로 나타났다. 이용객 대부분은 서울/경기/인천에 거주(30.5%)하고 있고, 주요 방문동기로는 산책 및 휴식의 목적(47.9%)이었다. 또한 이용객들은 자연휴양림에 대한 정보는 인터넷(42.8%)을 통해 얻는 것으로 나타났다. 둘째, 수정된 IPA 분석 결과, 집중영역을 의미하는 II사분면에는‘직원의 적극적 태도’, ‘편의시설 양호’, ‘시설물 관리 상태’, ‘전시물 양호’, ‘노약자/장애인 시설 양호’의 5개 속성이 포함되는 것으로 분석되었다. 상기 연구 결과를 중심으로 산수유 자연휴양림의 활성화 방안으로 직원의 이용객에 대한 적극적인 자세, 서비스 질 제고 및 시설의 지속적인 관리, 홍보 및 적극적인 마케팅 강화, 지역의 다양한 이벤트와 연계 프로그램 강화, 지자체 차원에서 지속가능발전(SDGs)과 K-ESG(환경, 사회, 지배구조) 실현을 준비하는 자연휴양림 경영의 전략적 접근을 제언하였다.
Abstract
This study aims to provide foundational data on how to revitalize local governments' natural recreation forests through the importance-performance analysis(IPA) on usage, facilities, and use of natural recreation forests owned by Gurye-gun. The Data were collected through a survey of overnight guests at the recreation forest from March to May 2024, with a total of 514 responses analyzed. The analysis revealed that, first, the typical user profile was primarily individuals in their 50s and 60s(81.7%), with family groups being predominant and private vehicles being the primary mode of transportation(94.6%). Most of the users lived in Seoul/Gyeonggi/Incheon(30.5%) and the main motivation for their visit was walking and relaxation(47.9%). In addition, users generally sourced their information about the natural recreation forests via the internet(42.8%). Second, based on the revised IPA analysis, the factors identified in Quadrant II(Concentrate Here) include ‘employee's proactive attitude’, ‘good amenities’, ‘facility management status’, ‘good exhibits’ and ‘good facilities for the elderly/disabled’. Based on these results, the study proposed several strategies for enhancing the Sansuyu natural recreation forest, including enhancing staff engagement with visitors, improving service quality and facility maintenance, increasing promotional and marketing efforts, organizing diverse local events and programs, and adopting a strategic management approach aligned with Sustainable Development Goals(SDGs) and K-ESG(Environmental, Social, and Governance) criteria.
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