earticle

영어

The purpose of this study is to examine how personal values influence to the preference attitude about tourist`s destination. To attain this purpose, used several statistic techniques, and then could classify 3value groups, the other oriented value group, the ego oriented value group, the pleasure oriented value group. The other oriented value group holds sense of belonging, warm human relationships, security, the ego oriented value group holds being well-respected, self-fullfillment, self-respect, and the pleasure oriented value group holds excitement, pleasure life centerally. The research results showed that values influenced to the preference attitude of tourist`s destination. These results are identical to established value Theory, and implicates how the destination marketing programs should be operated, especially to promotion programs. The limitations of this study are to say that being lacked in value items to measure korean more exactly, low sample representativeness to generalize. And it will be needs tourism market segmentation research using value constructs in the future tourism behavior study.