초록 열기/닫기 버튼
A customer value has been an important factor not only academics but also industry. But only some studies have been carried by utilizing means-end chain theory in the tourism field. Thus, the main purpose of this study is identify the birdwatcher’s value by using means-end chain theory. Especially, this study attempted to seek birdwatchers’ value perceptions according to the level of recreational specialization among three specialization groups. An interview method used for data collection included a hard laddering approach which is most common in means-end theory. A total of 92 interviews from May to August, 2006 were implemented using a sample of birdwatching experts as well as tourists. The cut-off level for the method application was four. Results of this study showed that there is a big difference in value perception among the three groups. The terminal value for a low specialized group was leisurely and valuable life, whereas the other two groups indicated a value relating to nature appreciation. The results will help researchers and policy makers relating eco-tourism to give plentiful insights in understanding who birdwatchers are.
키워드열기/닫기 버튼
value, laddering, Means-end chain theory, birdwatchers
