전문화 수준에 따른 탐조객의 참여 동기 차이

From the perspective of expectancy-value theory, this study examined the relationship between level of specialization and participant motivations among Korean birdwatchers. In order to test the relationship, data were collected from three different segments of Korean birdwatching population: Chonsoonman Birdwatching Tour participants, members of the Korean Wildbird Society, and members of the Amateur Birdwatching Group. Results from this study indicated that the members of Korean Wildbird Society were the most highly specialized birders, while Chonsoonman Birdwatching Tour participants were the least skilled birdwatchers. Further analysis revealed significant differences in birdwatching motivations among the three different segments of birdwatching population. Based on the results from this study, several points were made from the perspectives of birdwatching festival planning. Future research directions were discussed at the end of the study.