Journal of Korean Society of Forest Science (한국산림과학회지)
- Volume 85 Issue 1
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- Pages.24-33
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- 1996
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- 2586-6613(pISSN)
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- 2586-6621(eISSN)
Effects of the Persuasive Message on Users' Attitude toward the Policy of Limiting Park Use
설득(說得) 메시지가 공원이용규제정책(公園利用規制政策)에 대한 이용자(利用者) 태도(態度)에 미치는 효과(效果)
- Kang, Mi-Hee (Department of Forest Resources, College of Agriculture and Life Sciences, Seoul National University) ;
- Kim, Seong-Il (Department of Forest Resources, College of Agriculture and Life Sciences, Seoul National University)
- Received : 1995.08.05
- Published : 1996.03.31
Abstract
The theory of reasoned action was examined as a theoretical model which explains the relationships among belief, attitude, and intention regarding the policy of limiting the total number of visitors per day in the national parks during the high-demand season. Also, effects of persuasive messages developed to change users' attitude toward the policy positively were examined. Among the visitors in Kyeryongsan National Park, 563 visitors participated in on-site and mail survey. The number of visitors who had positive and negative attitudes toward the policy was in the ratio of 43 to 49. A significantly positive relationship was found between the sum of belief and outcome evaluation crossproducts and attitude(r=0.42). Intention could be explained with attitude in an acceptable power (
본 연구는 성수기 동안 국립공원의 하루 입장객 수를 수용력 이하로 제한하는 국립공원 1일 총방문객수규제정책 시행에 대한 이용자의 신념과 태도 및 의도를 논리적 행위이론으로 검증하고, 이용자의 태도를 긍정적으로 유도하기 위하여 개발한 설득 메시지의 효과를 검증하였다. 계룡산 국립공원 방문자 563명을 대상으로 현지설문과 우편설문을 실시한 결과, 정책시행에 대한 이용자의 기존 태도는 "바람직하다"는 입장이 43%, "나쁘다"가 49%로 나타났다. 정책시행과 관련한 이용자의 신념과 태도는 통계적으로 유의한 상관계수(r=0.42)를 보였으며, 태도는 찬성의도를 32%(
Keywords
- Theory of reasoned action;
- Persuasive message;
- Limiting the total number of visitors perday;
- National park