방문객의 행동에 영향을 미치는 중요요인과 만족요인 분석을 통한 대전 계족산 황톳길 장소마케팅 전략

This research explored the levels of importance and satisfaction of visitors to the red clay trail on Gyejok Mountain in Daejeon through an Importance-Satisfaction Analysis as a way to improve visitors’ place image of the trail and identified factors influential in making it more attractive. Influential factors include ‘nature & environment’ factors, ‘culture & experience’ factors, ‘neighborhood & facility’ factors, and ‘transportation & accessibility’ factors. Research was conducted through a survey with the identified factors as its basis and found that visitors regarded ‘healing(health)’ as the most important and the most satisfying factors. Using structural equation modeling analysis, the study successively analyzed whether the levels of importance and satisfaction of the visitors affected place image or not. The study found that the importance and the satisfaction rate of the visitors influenced the ‘eco-healing image’ and the ‘functional image’. Also, visitors’ image had an effect on their positive behavior. Based on these results, this study suggested place marketing strategies for the red clay trail on Gyejok Mountain in Daejeon.