문화관광자의 가치체계

Cultural Tourist's Value System: Focusing on Arts Tourist's Cultural Involvement

This study seeks to identify the Arts tourist's value systems according the level of cultural involvement between low and high cultural tourists group 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 and APT(Association Pattern Technique) Laddering was employed also by constructed questionnaire. 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 according level of cultural involvement whose participate in Arts tourism. The results showed that there is a big difference in value systems between level of cultural involvement in their value systems. Especially in arts tourism, high cultural involvement group is more concerned with aesthetic value than low cultural involvement group. While low involvement group is more concerned with recreational value than high cultural involvement group.