The Journal of the Korean Institute of Forest Recreation (한국산림휴양학회지)

Korean Institute of Forest Recreation Welfare (한국산림휴양복지학회)
권호 표지

The Impact of Natural Parks' Servicescapes on Perceived Value, Satisfaction, and Behavior Intention - Focus on Palgong Provincial Park -

자연공원의 서비스스케이프가 탐방객의 지각된 가치, 만족, 행동의도에 미치는 영향 - 팔공산도립공원을 중심으로 -

  • Received : 2018.10.10
  • Accepted : 2019.01.14
  • Published : 2018.12.31

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Abstract

The present study applies the servicescape concept in the domain of Natural Parks to examine the impact of a natural park's servicescape on visitors' perceived value, overall satisfaction, and behavior intention. The study's findings suggest that the components of Natural Parks' servicescape can be evaluated based on three factors; including facilities, convenience, and comfort, accessibility to the park, and facilities inside the park, such as parking lots, bathrooms, and resting areas, in addition to other facilities. The results also revealed that if visitors had a favorable impression of the park facilities, they would have a favorable impression on the value of the intangible experiences, and general satisfaction and behavior intentions would be positive. Particularly, visitors perceive time in the course of a visit to be valuable, which in turn influences the comfort servicescape factor, which suggests the importance of continuous effort from Natural Park management to ensure a clean and pleasant environment. The present study is the first time the concept of servicescape has been applied in the domain of Natural Parks. Follow-up studies are required to improve the reliability and generalization of the research results.

본 연구는 자연공원분야에 서비스스케이프의 개념을 적용하여 서비스스케이프가 탐방객의 지각된 가치, 전반적 만족 그리고 행동의도에 미치는 영향을 살펴보고자 하였다. 연구결과, 자연공원의 서비스스케이프는 주차장, 화장실, 휴식공간, 부대시설 등 공원 내의 시설을 중심으로, 공원까지의 접근성과 시설이용의 편리성 및 쾌적성의 3개 요인으로 측정할 수 있었다. 또한 탐방객들이 공원 내의 시설 즉, 서비스스케이프를 호의적으로 인지하면 무형적인 경험의 가치도 호의적으로 인식하게 되어 결과적으로 전반적인 만족과 행동의도에 긍정적으로 작용하는 것으로 확인되었다. 특히 탐방객들은 탐방경험을 통한 시간가치를 중요하게 인식하였으며, 이에는 서비스스케이프 요인 중 쾌적성이 영향을 미치는 것으로 나타나 자연공원의 관리적 측면에서 청결하고 쾌적한 환경조성을 위한 지속적인 노력의 중요성을 시사하였다. 본 연구는 자연공원에 서비스스케이프의 개념을 적용한 첫 번째 사례라는 점에서 의의를 지니며, 후속연구를 통해 연구결과의 일반화와 신뢰성의 향상이 요구된다.

Keywords

Acknowledgement

Supported by : 대구대학교

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