도보여행객의 여행동기와 만족의 영향관계연구

This study is an investigative study into the effects that the ‘travel motivations’ ofparticipants on walking tourism has on their ‘degree of satisfaction’ by identifying touristmotivations for selecting walking tour among many types of tourism and their effects onhikers’ degree of satisfaction. This study was conducted with hikers affiliated with ‘walkingon beautiful roads ’-one of Busan’s preliminary social enterprises- with a total of 176 copiesused for a final effective sample. Data collected was analyzed using SPSS WIN 18.0 toconduct a frequency analysis of the sample. Along with exploratory factor analysis,Cronbach’s α coefficient was used as an estimate of the validity and reliability of eachfactor. Multiple regression analysis was done for an analysis of travel motivations and theireffects on satisfaction. The scale rates items in the questionnaire in the following categories:‘Motivations’ for walking tours consist of 5 factors- vacation, soul-searching, socialget-togethers, nature tour, community experience-with a total of 20 items. ‘The degree ofsatisfaction’ is made up of a factor with a total of 4 items. The results of the study are asfollows: with respect to the hypothesis that motivations for walking tour would have apositive effect on the degree of satisfaction, test results show that ‘motivations’ havesignificant partial effects on the ‘degree of satisfaction’. Motivations affect the degree ofsatisfaction in the order of nature tour and soul-searching except for experience and socialget-togethers- an indication that participants on walking tours tend to travel for theattractiveness of nature, wanting time for reflection and meditation. As the first investigativestudy into participants in walking tours products offered by travel agencies, the study has thefollowing implications for marketers: First, travel agencies selling walking tour products andgovernment institutions concerned about the development of hiking trails need to discuss waysto make the most of natural resources as they are- rather than using development-orientedapproaches. The study has its own limitation: it is that with the lack of domestic andinternational studies on walking tours, the study has not gained access to precedent studieson the subject so it has not established a systemic approach to the emerging type of tourism. Hopefully, this study will make a small contribution to its development.