홍대지역에 대한 인식이 행동의도에 미치는 영향에 관한 연구

A study on the impact of recognition of the hongdae area on the perceived value and the behavior intention- Focusedon chinese tourists -

The Hongdae area(Hongik University area) has been a place full of youth where various cultures and art coexist entering the 2000s. It has become a special place where many different kinds of attractions such as galleries, street art, and busking and world traditional foods are served. The crucial reasons that the Chinese tourists prefer and frequent the Hongdae area are the convenient public transportation, clean accommodations, shopping and convenience facilities along with K-wave culture, in particular. It is worth researching on the behavioral intention of the Chinese tourists on the regionalism of the Hongdae area. According to the statistical analysis results of this study, the spatiality of and the behavioral intention on the Hongdae area recognized by the Chinese tourists showed that the more positive human service, physical spatiality, and spatial image recognition the higher the quality and price value. The recognition for spatial image was a factor in improving the social and emotional value, and the higher the recognition on spatiality of the Chinese tourists who visited the Hongdae area the more opinions of revisitation, oral transmission, and other people’s recommendations. Seoul City and Mapogu Office recently have been making tireless efforts to recognize and solve many problems in order to resolve the gentrification by which the artists and small business who have been leading the continued development in the Hongdae commercial district and the unique culture in the Hongdae area are forced out due to the high rent.