제주 해변 공간 어메니티 인식에 따른 군집 별 관광 활동 연구

Abstract

Purpose The purpose of this study is to understand the amenity perceptions and tourism activities of beach space users and draw implications for tourism activities in beach spaces.
 Methods Sample data were collected through a questionnaire based on amenity perception factors and tourism activity types derived through theoretical review. Empirical analysis was conducted through cluster analysis and importance-performance analysis on the sample data.
 Results It was confirmed that beach space users can be subdivided into high-awareness, low-awareness, moderate-awareness, and partially-awareness groups according to differences in amenity perception. In addition, through the importance-performance analysis, it was confirmed that the natural landscape viewing type and shopping/restaurant type are activity types with both high performance and high importance, the leisure sports type and humanistic landscape viewing type are activity types with both low performance and low importance, and the experience type is an activity type with high performance but low importance. Finally, through the importance-performance analysis by cluster, it was found that the importance and performance of tourist activity types of beach space users differed according to the level of amenity perception, and there were significant differences by cluster, especially for leisure sports and experience types.
 Conclusion While existing policy and technical considerations are important for understanding beach tourism, it is necessary to understand tourists' amenity perceptions alongside these considerations. Therefore, it is necessary to actively utilize these amenity perceptions in beach tourism development.