영문초록
The purpose of this study was to better understand visitor segmentation at World Heritage sites based on a visitors motivation profile and the moderating effect of representative list of World Heritage sites. A total 528 valid samples were collected from 11 - 26 September as the Andong Hahoe Folk Village. Data was analyzed with descriptive statistics, Exploratory Factor Analysis (EFA), cluster analysis, discriminant analysis, cross-tab and regression analysis. World Heritage motivation questions measuring the results of factor analysis ``Cultural Heritage``, ``Friendly``, ``Tourist Attraction``, ``Novelty`` and ``Escape`` of the five factors were derived from EFA. Cluster analysis of tourist types according to the tourists`` motivations are ``Escape and Socialization seekers``, ``Cultural Heritage seekers``, ‘Relaxation seekers`` and ``Attraction seekers``. In addition, findings indicate that in the relationship between motivation and satisfaction, the results of hierarchial regression analysis which focused on the moderating effect of a representative list of the World Heritage site were that the representative list is evidenced to influence the relationship between tourists` motivation and satisfaction.
분야
19701984.pdf 
