코로나19 발생 이후 캠핑장 선택속성의 중요도-만족도 분석: 캠핑경험 빈도에 따른 차이

After the outbreak of COVID-19, nature-based tourism activities such as camping have been pre- ferred as alternatives to travel abroad. This study examines campsite selection attributes that campers consider in the era of COVID-19 by applying an importance-satisfaction analysis. In particular, a comparative analysis was performed to identify the differences depending on the frequency of camping experience. Through the literature review and discussion with experts, the importance-satisfaction questionnaire was established. For the empirical study, the questionnaire was distributed to campers who had experienced camping after the outbreak of COVID-19. A total of 371 usable responses were analyzed. The analysis results showed that the group with a high frequency of camping experience placed high levels of importance on the most camp- site attributes, except “management for crowding” and “reliable campsite”, Across both groups, similarities existed in Quadrant 2: “Concentrate management here” and included the following campsite selection attrib- utes: “strict hygiene management and disinfection,”, “capacity to respond to crisis and emergent situations”, “other campers’ compliance with preventive measures”, “management for social distancing in the campsite”, “presenting refund regulations for confirmed cases of COVID-19”, “thorough management for wearing masks”, These attributes were related to COVID-19. Based on the research findings which reflect campers’ needs in the COVID-19 era, efficient management strategies were proposed, and academic implications were presented.