AHP를 활용한 웰니스관광 테마 평가지표의 우선순위 분석

Abstract

In this paper, in order to diversify the theme of domestic wellness tourism, the importance of each theme’s evaluation index was evaluated and prioritized through AHP analysis. A hierarchical structure consisting of 4 criteria of current demand factors, future supply factors, current supply factors, and future demand factors and a total of 11 detailed evaluation indicators was designed. As a result of the expert survey, the current demand factor (perceived efficacy) was the highest priority for each indicator, followed by future supply factors (industrialization), current supply factors (infrastructure and program levels), and future demand factors (brand equity). The order of priority for each detailed indicator was wellness program systematization, related industry maturity, and Korean characteristics in the order of supply factors, and attractiveness, emotional efficacy, and physical efficacy in the order of demand factors. In addition, in the wellness tourism theme evaluation, ‘beauty and spa (4.310)’, ‘healing and meditation (4.192)’, ‘well-being food (4.184)’, ‘nature and forest healing (4.092)’, ‘oriental medicine (3.883)’, ‘Ocean healing (3.763)’ and ‘religious stay (3.487)’ appeared in order.