| 발표논문명 |
VISITORS’ PERCEIVED DESTINATION IMAGE OF SEOUL USING Q-METHOD |
| 저자 |
Hyo-Yeun Park, Jiyoung Hwang , Hayoung Bae |
| 학술대회명 |
International Conference On Management,Business, Economics, social sciences And Humanities Research |
| 일시 |
15 – 16 January, 2015 |
| 장소 |
The Green Park Merter , Istanbul , Turkey |
| 초록 |
Understanding destination image is an important component of successful tourism planning and marketing. The projected destination image should be a tool that can help to transform and improve the city and increase tourism. This paper describes a study conducted within the context of a larger constructivist project on the ideal image of Seoul city tourism. In this project there are three interrelated stages that work to interpret the construction of Seoul’s destination image. The three stages of the project include: 1) Identification of the visual destination image of Seoul as projected through media; 2) Interpretation of how operant subjectivity by residents works in the perception of projected destination image; 3) Interpretation of how operant subjectivity by visitors works in the perception of projected destination image. The purpose of this study is to identify and interpret Seoul perceived destination image using Q method as shown in stage three of the project. Q method has been used to investigate social identities in strategic planning and in the study of perception. In this study, 42 photographs of Seoul’s core representations based on the previous study were used as the Q set. The P set, a group of respondents who sort the Q set consisted of 25 international students. Q sort factor analysis was performed using PCQ software and judgmental rotation, and it produced three factors that accounted for 16 of 25 sorts, with levels of significance ranging from 0.40 to 0.90. Nine sorts were confounded, or found to be statistically in more than one factor, and they were finally excluded. The findings revealed three types of subjectivities. It shows that visitors of Seoul expressed relevant and sometimes contradictory perceived destination image of Seoul. Two clusters suggested that Han River was the most representative image of Seoul. Namsan Tower, Cityscapes of Seoul, and Cultural Performance, however, were considered to be the unique representations in which they could be seen in on/off media. These clusters of operant subjectivity are dependent upon experience, knowledge and circumstances, but people generally agreed with the pictures that they are familiar with. In this research, how operant subjectivity by visitors works in the perception of projected destination image was within the context of a larger constructivist project in ideal image of Seoul city tourism. The image of a tourist destination is vital to its marketing. Such images are often related to the self-image of the individual and the way they can relate to a particular place. In this respect, the results imply that tourism research should focus on understanding and coordinating a variety of user groups’ subjectivities so as to inform planning and decision making for practice.
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