초록 열기/닫기 버튼
The perception of value lies in the degree to which the customer believes that the attributes of the products or service will contribute to fulfilling their goals. This study aims at identifying the ultimate value and value chain of Jeju Olle trekkers by using qualitative data(soft & hard) and means-end theory. The data was collected from 216 trekkers‘ data from Feb, 2011 to July 30, 2013. The researcher set the cut-off level at 3 & 4 based on the ratio of activated cells to all connections in expressing the value map. The connection of these attributes, consequence and values(A-C-V) in soft laddering is as follows. 'Orum(A) lead to 'can see wide range of areas in natural resources, which results in 'beauty' as the psychological consequences, and finally lead to happiness. Whereas, 'Accompanying persons(A)' lead to 'inspire unity and good relationship among family and finally lead to 'belongings'. Marketing implications for the Jeju Olle trekkers with the various programs and marketing efforts which keep them happy and pleasant while their travelling suggested.
키워드열기/닫기 버튼
qualitative data, Means-end theory, Jeju Olle, soft&hard laddering, value chain
