生態觀光地 施設 要求度와 濕地 生態觀光 體驗 프로그램 選好度

Ecotourists' Needs and Preferences of Eco-tourism Facilities and Programs in Wetlands

This study aimed to analyze ecotourists‘ needs and preferences on eco-tourism programs and facilities. A total of 397 usable questionnaires were collected from two wetlands, which are located in the south west part of Korea. Results revealed that the ecotourists' preference toward eco-tourism facilities. had statistically significant positive relationship with their need for the eco-tourism experience programs. In particular, those who had strong preference toward convenience facilities wanted ethnic hands-on activities, while those who had strong preference toward direct facilities such as bird observatory had more needs on environmental education and hands-on activities. From the findings, this study suggests that ecotourism market segmentation strategy should be conducted based on the ecotourists characteristics and their pursuing needs.