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발표논문명 |
Perceived destination image of Seoul: Finding residents’ ideal views using Q method |
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저자 |
황지영, 박효연, 윌리엄 헌터, 김대관 |
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학술대회명 |
Fifth Asia-Pacific Business Research Conference |
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일시 |
2014. 2. 17 ~ 2. 18 |
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장소 |
Hotel Istana
73, Jalan Raja Chulan, 50200 Kuala Lumpur, Malaysia |
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초록 |
The pursuit of destination tourism should begin with an understanding of resident subjectivities. Residents are concerned with good governance and cultural integrity, and they are aware of their role as stakeholders in tourism in their communities. In this study, residents of Seoul were interviewed using Q method in order to evaluate their subjectivities toward their residential city, Seoul. Forty-two selected photographs of Seoul images were sorted by 37 respondents. This Q method revealed three types of subjectivities. The results show how the respondents perceived Seoul destination image. The three clusters agree that symbolic monuments are the representation of Seoul image while differing in terms of their disagree images on Seoul. It is recommended that tourism marketers and policy makers should focus on understanding and coordinating residents’ perceived destination image of Seoul when planning and decision-making, especially in promoting Seoul as a destination market. |
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