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Entertainment Tourist's Pursuit Values -Focus on Perfomance Arts-

엔터테인먼트관광자의 가치추구 -공연예술을 중심으로-

  • 장혜원 (제주대학교 관광경영학과) ;
  • 현계담 (제주대학교 관광경영학과)
  • Received : 2013.08.16
  • Accepted : 2013.11.13
  • Published : 2013.12.28

Abstract

This study seeks to identify the Entertainment tourist's pursuit values using means-ends chain theory. Data collection for this study is from July to October, 2012 in Jeju island. The procedure, Soft Laddering involves a series of one-on-one deep interviews with tourists who enjoyed performance arts. To carry out this study, first of all, contents analysis was employed to interview results. Second, Implication Matrix was made by contents analysis which showed direct and indirect relations. Finally, HVM was mapped for value systems. The results showed that Entertainment tourist's pursuit values were classified resulting in three values: Aesthetics, Communication with others, Pleasure. Especially in entertainment tourism, the major attributes was fun; the consequences was sensorial pleasure; the ultimate pursuit values was pleasure. These results support that entertainment tourists is homo ludens and entertainment tourism's marketer should concentrate on story-watching than story-telling.

Keywords

Entertainment;Entertainment Tourist;Entertainment Tourist's Value;Pursuit Benefit;Attributes;Means-Ends Chain Theory;Performance Arts

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