제주지역 관광지 유형별 지각된 가치와 가격 공정성간의 영향관계

The purpose of this study was to investigate perceived values of visitors according to tourist site types including nature, culture and human-made facility, and to find out the influences of perceived values to price fairness. There has been little research on this field relatively while some relative studies deal with price fairness in hotels and restaurants which have been relatively perceived commonly with their prices. Two hypotheses were formulated as follows: 1)There are differences on perceived values according to tourist site types and 2)There are influences of perceived values to price fairness differently. The valid data of 298 were collected in three different tourist sites including natural, cultural and human-made facilities as a main theme. The main results can be summarized as follows. Esthetic value was highest for natural tourist sites while emotional and functional values were highest for cultural sites, and novelty value was highest for human-made sites. There were the significant influences of esthetic and emotional values to price fairness for natural sites, the effects of esthetic, emotional, functional, and social values for cultural sites, and the effects of emotional, functional, and novelty values for human-made sites.