The number of cultural tour visitor who visit cultural heritage sites to experience long-established customs and cultures instead of conventional simple sightseeing tour has been increasing. Against this backdrop, the purpose of this study is to suggest marketing strategies suitable to the cultural tour visitor desires. To do this, the relationship among attributes of cultural tour visitor, consequences and values was analyzed to make up for problems of existing indistinctive tourism products and find out their ultimate pursuit values. All data for the research is gathered throughout the country including Hwasung, Suwon, Kyounggi-Do from February to march, 2008. Eighty three tourists from other countries were applied for the interview. To carry out this study, first of all, contents analysis is carried out based on the interview results, Second, implication Matrix was made by contents analysis which showed direct or indirect relations. finally, hierarchical value map was mapped for cultural tour visitor in Hwasung. As a result, the major reasons of cultural tour visitor who visited Suwon Hwaseong were learning and education. In addition, keeping their cool through health improvement by nature was very significant. Accordingly, in order to strengthen competitiveness, cultural heritage sites should expand natural learning spaces related to health and have a system or programs for learning traditional culture with nature.
ABSTRACT I. 서론 II. 이론적 배경 1. 문화관광 2. 세계문화유산 3. 가치연구 III. 실증분석 IV. 결론 참고문헌
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