As the interest in and demand for urban agriculture have recently increased, more and more people want to be engaged in urban agriculture. In this respect, horticultural exhibitions held on university campuses can be utilized as a space to share knowledge on and experience urban agriculture. Against this backdrop, this study was conducted to evaluate the satisfaction of visitors with horticultural exhibitions, and to develop strategies to plan a horticultural exhibition based on the results of the evaluation. A survey was conducted in an horticultural exhibition held on the campus of G University in J city in South Gyeongsang Province for three days (May 2-4, 2016). In this survey, a self-administered questionnaire was used, and statistical analysis was performed on a total of 275 collected questionnaires. The satisfaction of visitors with the exhibition was analyzed by content sections and items of information and services. As a result, the level of satisfaction with the section of flower plants (83.7%) and the level of satisfaction with the docent service (78.2%) were the highest respectively. A correlation analysis was conducted between the satisfaction of visitors and their intention to revisit, which can affect the action of the visitors. The correlation of all of the content, information and services of the exhibition with the overall satisfaction and the intention to revisit were positive (+). In particular, among the items of information and services, the satisfaction with activity experience showed the highest correlation with the overall satisfaction (0.659, p<.001) and the intention to revisit (0.519, p<.001). This indicates that activity experience is a very important factor in promoting the overall satisfaction of visitors and their intention to revisit. Therefore, if the demand for the experience and instructive benefits is met by horticultural exhibitions, they can be utilized not just as an event held on a university campus, but also as a means to promote urban agriculture by providing basic information and knowledge about it for local residents. By doing so, it will be also possible to encourage the participation of local residents as well as university students

As a part of research to improve the recreation and tourism of Mt. Keumwon, this study undertook a visitor survey and investigated a structure model analysis to evaluate visitors’satisfaction of sightseeing. In socio-demographic background, the 60 percent of visitors was male, the 71.3% was 40s age and over, and the 80.7% was resident in Gyeongsang-do. A theoretical model with measurement was designed to explore and deduce a structural equation model (SEM), which was developed with hypotheses and data from 150 questionnaires collected in 2013. The results supported that display quality has a significant and positive influence on satisfaction more strongly compared to the influence of convenient use, convenient use has a significant and positive influence on satisfaction, and also display quality has a very significant and positive influence on convenient use. The visitors tend to evaluate convenient use to be better as display quality increases.

This study was carried out to analyze the visitors’ program satisfaction, and to propose the direction of improvement in Korea Agriculture Exposition. The survey was conducted among 593 visitors during the exposition period from October 18 until October 27. Among visitors, female visitors were 19.4% more than male, the rate of 40s and 50s was high to 53.5%, farmers was most frequent to 26.5%, and residents in Gwangju and Jeonnam were the majority with 84%. The visitors with family as companion form were most frequent to 44.2%, the rate of first visiting was highest to 37.9% in number of visiting, and exposition held information was obtained most frequently to 49.9% by word of mouth. In survey of program contents, visitors preferred the subtropical garden the most among exhibition hall, and 65.9% of visitors were satisfied about guide. The rate of satisfaction was 71.6%, and 32.7% of visitors responded that it did not participate in experience program because there was no guide. In survey of satisfaction in agricultural products purchase, 73.9% of visitors purchased agricultural products, and 86.3% of purchaser were satisfied. The 65.1% of purchaser responded that they bought because of belief about agricultural products, and purchase amount between 10000 and 20000 won was the highest with 33.6%. On the other hand, 41.3% of visitors did not purchase because they do not need. The visitors’ overall satisfaction of in Korea Agriculture Exposition was high to 82.6%, and the most unsatisfactory part appeared to drinking water facilities and parking lot. In survey of development possibility of agriculture through Korea Agriculture Exposition, 86.2% of visitors were positive, and the rate of revisiting intention highly appeared to 80.4%.

This study aimed to provide basic data for the national park management by analysing visitors' behavior and satisfaction determinants by importance-performance analysis and estimated regression analysis through post-occupancy evaluation questionnaire method to the Gyeongju National Park visitors. It was found that facilities and use management according to place and use group, the diversity of visit program, high quality of guidance and hospitality of staffs and conservation of historic and landscape resources for Gyeongju National Park were necessary as the results of behavior analysis, importance-performance analysis. The historic landscape resources, hospitality of staffs, visit road and safety facilities, commercial facilities were important determinants of users' satisfaction as the results of regression analysis. It suggested the characteristics of Gyeongju National Park and these factors were the most important factors for the improved management.

본 연구는 최근 관광 및 학술적으로 중요성과 가치를 인정받고 있는 천연기념물 제374호 제주 평대리 비자나무 숲을 대상으로 방문객 인식, 숲의 자원과 시설 수준에 대한 기대도, 만족도, 기대일치도를 조사하여 개선방안을 마련하고자 하였다. 첫째, 비자나무 숲 방문객은 남성(39.8%)보다 여성(60.2%), 30대 이상의 중장년층(85%), 대졸이상의 고학력자(58.7%), 주부(21.8%)와 회사원(28.2%), 수도권지역 거주민(47.9%), 자동차(74.8%)를 타고 오는 방문객이 많은 비중을 차지하였으며, 가족과 함께 자연경관 감상(46.6%), 가족과 여가(21.4%), 휴식을 위해(19.9%), 처음 방문하는 경우(69.4%)가 많았다. 둘째, 비자나무 숲의 천연기념물 지정사실(67.0%), 관련 전설 및 유래(68.9%), 비자나무 열매 효능 등을 모르는 경우(52.0%)가 많았으나, 방문 후 천연기념물로서의 가치를 인식하고 있었으며 비자나무 숲 방문으로 정신적, 신체적 피로가 회복되었다(99%)고 응답하였다. 셋째, 전체적으로 비자나무 숲에 대해 높은 만족을 보이고 있었다. 경관적요소, 식물적요소, 편의시설, 유지관리는 기대보다 만족도가 높은 요소였으며 대체적으로 기대감이 낮은 것을 확인 할 수 있었다. 넷째, 경관적요소와 식물적요소에 대한 기대일치도(각3.88)가 가장 높게 나타났으며, 이 두 요소는 기대도와 만족도가 모두 높았다. 또 편의시설의 기대일치도(3.36)는 낮게 나타났다. 다섯째, 식물적 요소에 대한 기대일치가 높을수록(상관계수 0.196) 전체만족도가 높아지는 것으로 평가되었다. 따라서 천연기념물로서의 가치를 잃지 않도록 지속적으로 비자나무의 생육상태를 체크하고 원시림의 상태로 비자나무 숲을 보존하는 것이 가장 중요하겠다.

This study analyzed push, pull motivation factors and satisfaction of visitors who visited Yangdong village in order to maintain, conserve and seek for effective utilization of this village. The result of this study was summarized as follows. Firstly, the result was that 'personal relations' has a positive impact on 'regional environment' and 'amenities', 'the pursuit of knowledge' has a positive impact on 'regional environment' and 'amenities' on the correlation between the visit motivation and the visit satisfaction. Secondly, 'the pursuit of knowledge' and 'the desire to new experience' have positive impact on the visit satisfaction on a part of the push factor generally. Physical environment was a only factor that has a positive impact on the visit satisfaction on a part of the pull factors. Thirdly, the intention of recommendation was a only factor to has a positive impact on the visit satisfaction on the correlation between the intention of return visit, recommendation and the visit satisfaction. It was proved that the intention of return visit was strongly associated with the intention of recommendation. This result of this study confirmed the important pull and push factor to enhance the tourist attraction of Yangdong village. It will be helpful to make the preliminary data for planning and conservation guidance of traditional village.

The purposes of this study were to analyze the effects of a marine leisure exhibition event(MLEE)'s appraisal attributes on visitors' satisfaction and rep-visit intention and thus provide fundamental information that facilitates developing effective marketing and operational strategies for a MLEE. In order to accomplish such purposes, this study employed a survey with a total of 300 visitors to a MLEE hosted by G Province. Questionnaires were developed on the basis of related studies and modified to reflect the study context. Then, such questionnaires were verified to be valid and reliable through content validity, factor analysis and internal consistency analysis. Valid 286 questionnaires were analyzed with correlation analysis and multiple regression analysis on significance level of .05. Following findings were derived from current study. First of all, the appraisal attributes of a MLEE had a significant effect on visitors' satisfaction and among them only the factor of event program had a unique relation with the levels of satisfaction. In addition, the appraisal attributes of the MLEE also had a significant effect on visitors' rep-visit intention behavior and among them event program, transportation and employee factors had unique relations with the performance variable in order. In conclusion, all the research hypotheses that had been set up through previous studies were confirmed in this study.

본 연구는 제3회 신안튤립축제의 방문객 만족도와 행사 내용을 평가하기 위해 실시되었다. 축제기간인 2010년 4월 16일부터 25일까지 축제장을 방문한 전라남도 거주자 219명과 타지역 거주자 71명 등 총290명의 방문객을 대상으로 설문방식으로 조사하였다. 축제장까지의 교통 편리성에 대해 방문객들은 가장 만족했다고 평가해주었다. 풍차, 튤립공원, 튤립포장 등 축제시설에 있어서도 두 번째로 만족해했고. 안내원의 서비스도 대체적으로 만족도가 높았다. 휴게시설이나 화장실과 같은 편의시설에 대한 만족도는 각각 6.68과 6.36점으로 낮았으며, 축제상품의 다양성, 가격, 품질에 대한 평가에서도 각각 6.27, 6.19, 6.35점으로 나타나 만족도가 낮은 것으로 분석되었다. 특히. 축제음식의 다양성, 가격, 맛은 조사항목 23개 중 가장 낮은 접수를 받아 방문객틀이 가장 불만족해 하는 요인으로조사되었다. 방문객의 만족도를 높이고 재방문을 위해서는 새로운 양질의 축제 관련 음식을 개발하고, 지역 음식을 판매하는 부스를 설치할 필요가 있고, 다양한 축제 프로그램과 새로운 우수 품질의 축제 상품들을 개발하는 것이 요구되었다.

This study was carried out to analyze conceptional structure between visitor's satisfaction and loyalty in the national natural recreation forests. The results of this study showed that facility, natural resources and view, staff service of recreation forest had positive effect on visitor's satisfaction. Reservation system, accessibility, and usage fee of recreation forest was not related to visitor's satisfaction. In addition, visitor's satisfaction was found to have positive effect on visitor's loyalty such as revisiting intention and word of mouth. As a result, managers of recreation forest need to enhance visitor's satisfaction, to improve rate of revisiting intention and to incite word of mouth through building management strategy.

본 연구는 전주수목원 생태관광객의 방문동기 유형에 따른 각각의 세분집단별로 수목원 이용만족도에 영향을 미치는 결정요인을 분석함으로써,바람직한 수목원 서비스품질 개선을 위한 기초자료 제공을 목적으로 하였다. 분석결과, 도출된 방문동기 요인들을 토대로 수목원 관광객을 ‘생태적 추구형’, ‘학습지향형’, ‘탈일 상추구형’의 3개의 세분집단으로 분류하였다. 이들 세분집단에 따라 모든 이용만족도 요인들과 종합적 만족도는 유의한 차이가 있는 것으로 검증되었다. 또한 ‘시설․환경’ 요인을 제외한 모든 이용만족도 요인들이 종합적 만족도에 유의한 영향을 미치는 것으로 검증되었다. 특히 ‘관찰시설’과 ‘교육’요인의 영향력이 가장 큰 것으로 나타난 반면에, ‘시설․환경’요인은 그 영향력이 미미한 것으로 확인되었다.‘생태적 추구형’ 집단은 관찰용 전망시설과 자연학습 탐방로 등 관찰시설을 중요시하고, 자연생태계에 대한 지적인 활동을 추구하는 특성을 나타냈다. ‘학습지향형’ 집단은 자연체험․생태학습이나 교육적으로 유익하고 이해하기 쉬운 해설내용 등 지식추구적이고 환경교육적인 측면을 강조하였다. ‘탈일상추구형’ 집단은 직원들의 친절한 안내서비스나 수목원의 시설․환경적인 측면을 중요시하는 경향을 보이는 것으로 확인되었다.

The purposes of this study were to investigate visitors' satisfaction and residents' benefits on Hansan Ramie Fabric Ecotourism Festival. The sample of this study was 232. The results of this study were as follows. First, tourists more satisfied with event interesting, variety, and experiences at this festival than residents. Second, It was found that tourists significantly satisfied with understanding of local cultures compared to residents. It was found that tourists spent more money than residents, and the festival contributed to local economy. This study examined only few festival event programs. For the future study, it is necessary to investigate more programs of the festival and examine the determinants factors of visitors' and residents' satisfaction.

The purposes of this research were to investigate Bongwha Pine Mushroom Festival visitors` satisfaction based on marketing mix which are products, price, place, and promotion(4ps) and services. The results of this research were as follows. First, providing more opportunity of taking mushrooms, placing of guides, and development of diverse foods to increase satisfaction of festival program Second, providing discount of festival products and development of low price foods based on the region products are necessary to increase visitors` satisfaction on price. Third, placing traffic signals are a must for festival visitors. Fourth, it was found that TV, word of mouth, internet were the most three effective medias. There should be more investment on the medias. Providing cooking manuals for making pine mushroom foods are necessary, too. Fifth, uniformed clothes for guides and making more relaxation places are recommended for visitors` satisfaction. The increasing and placing of more restrooms are important for visitors. The limitation of this study was this study investigated visitors` satisfaction based on marketing 4Ps and service. There should be more satisfaction researches through diverse factors not only investigating the relationship between determinant factors of festival visitors` satisfaction and behavioral intentions but also the relationship between motivation and visitors` satisfaction.

The purposes of this study were to investigate ecotourism goals which are providing educational tourism, generating environmental conservation, and residents’ economic benefits based on the 7th Muju Firefly festival. The sample was 243 visitors from August 23rd to 30th, 2003. The results were as follows: First, visitors showed high satisfaction for the educational tourism program. Experiencing educational "Mysterious Firefly Field Trips" contributed to the tourists` educational satisfaction. It was found that these experience programs were very popular. Second, residents` and domestic visitors` satisfaction was high with 5.50 on Likert 7 points concerning environmental conservation. Third, foreigners showed high satisfaction for visiting tourism sites and understanding regional culture in terms of understanding region and economic benefits. The average economic effect was decreased compared to 2002. So there should be more diverse strategy to increase economic effect. Also more festival related products, diverse and unique foods and beverages based on regional products should be developed.

Understanding aspects of the use of Korean representative Soraksan National Park and investigating the factors affecting visitors' decision-making, this study aims to suggest a positive development plan for the rational use of the national park. The questionnaire is for those who have visited Soraksan National Park more than once. This research shows that most of the visitors wish 'entrance congestion' to be solved by introducing a 'previous reservation' system and a non-polluting shuttle bus; therefore there is a chance that they could be introduced for the settlement of the existing problems.