본 연구는 중국 상산시 청산관, 백양욕, 희봉구 관광지구 등 총 15개 지구를 대상으로 만리장성 유적지 의 공간활력에 영향을 미치는 요인을 분석하고 공간활력 평가방법을 수립하여 관광지구 개선에 기초 자료를 제공하는 것에 목적이 있다. 연구방법으로는 첫째, 여가활동 관찰기법(SOPARC)을 활용해 탐 방객의 활동특성을 관찰·분석하였다. 동시에 인간·시간·공간의 3차원적 접근방식을 통해 ArcGIS 핵밀 도 추정 알고리즘(KDE)을 이용하여 만리장성 유적 관광지의 활력특성을 분석하였다. 둘째, 탐방객을 대상으로 공간, 편의시설, 동선, 건축 및 자연경관, 역사 문화, 문화 활동 등 15개 항목에 대해 5점 리커트 척도로 설문조사를 수행하였다. 셋째, 전문가 대상 델파이법과 계층분석법(AHP)을 통해 공간지표를 선정하고 지표의 가중치를 설정하여 대상지의 공간활력을 평가하고 활력도 제고를 위한 지침을 마련 하였다. 연구결과는 첫째, 만리장성 유적 관광지의 공간 이용자 중 젊은 층이 절대적인 비율을 차지하였 다. 또한 접근성이 좋고 시설이 잘 갖추어져 공간의 규모가 적절하고 자연경관과 문화경관이 우수하며, 문화활동이 다양하고 활발한 관광지일수록 이용자 간의 혼합도가 높았다. 공간기능이 다양한 관광지 는 공간활동의 다양성도 더 높았다. 둘째, 관광지의 활동 피크 시간대는 주로 오전 10시에서 12시, 오후 3시에서 5시 사이로 나타났으며, 미기후가 쾌적한 관광지에서는 피크 시간대의 활동빈도가 더 높았다. 시설이 잘 갖추어지고 관리가 잘된 공간일수록 활동변동이 적었으며, 경관이 아름답고 문화환경이 우 수한 공간에서는 활력이 오래 지속되었다. 셋째, 주변 인구밀도가 높고 역사요소가 잘 보존되며, 유지 관리가 우수한 관광지일수록 공간 활동빈도가 높았다. 또한 특색 있는 지역산업이 발전하고 상업활동 이 활발하며, 공간의 기능이 다양한 경우 공간집적도가 더 높아진다는 결과를 확인하였다. 넷째, 사례 연구 결과와 만리장성 유적 관광지의 특성을 결합하여 자연환경, 산업공간 기능, 시설 서비스, 문화 및 경관 등 4가지 주요 영향요인을 도출하였다. 델파이법을 통해 1개의 목표층, 4개의 1차 지표, 9개의 2차 지표 및 29개의 3차 지표로 구성된 만리장성 유적 관광지의 공간활력 평가모델을 수립하였다. 이를 토 대로 계층 분석법을 통해 공간활력 평가지표 시스템의 가중치를 결정하였으며, 가중치는 문화 및 경관 활력(45.12%), 자연환경 활력(26.09%), 산업공간 기능 활력(16.89%), 시설 서비스 활력(11.9%) 순으로 나타났다. 이는 관광지의 공간활력을 조성하는 데 있어 문화와 자연경관이 가장 중요하다는 것을 의미 한다. 다섯째, 연구를 통해 도출된 평가지표와 대상지의 현황을 종합하여 만리장성 유적 관광지의 공간 활력 5단계 평가등급을 정의하였다. 각 요인 항목에 점수를 부여해 최종 활력값을 도출할 수 있었으며, 이 값은 공간의 활력정도를 정량적으로 설명할 수 있는 기반을 마련해 주었다. 실제 검증을 통해 구축된 평가 시스템과 5단계 평가등급은 신뢰성이 높았으며, 만리장성 유적지의 공간활력 평가를 위한 새로운 패러다임을 제공했음을 확인하였다.

China, considering art, culture, traffic, guide, hygiene, etc., divides its tourist attractions into 5 levels: 5A, 4A, 3A, 2A and 1A. Among them, 5A is the highest level of tourist attractions, and is given to the incomparably excellent tourist attractions though it is brought to the world, and is a place where intensive support and management by the state are offered at the same time. A 5A Level Tourist Attraction to be selected by National Tourist Bureau must receive an average mark of 90-95 or more (with its score being over 95 points in the 1st evaluation and over 90 in the 2nd and 3rd evaluation each) in more than 10 items of evaluation to proceed from the first to the third evaluation. As of April, 2018 there are 249 5A Level Tourist Attractions, and 3-15 attractions are appointed in most areas (based on jurisdiction as a provincial district). At a regional development level, it can be said that specification of 5A Level Tourist Attraction is as important as authorized data to attract overseas visitors as well as domestic visitors, because this can bring enormous revenue. Recently, however, as traffic congestion that is not fit for the world level tourist attractions, disorder, too many hawkers, rip-off prices, nature destruction, lack of natural protection consciousness, etc. are combined, tourist attractions whose appointment as a 5A Level Tourist Attraction is cancelled and demoted to a 4A Level are increasing. Such examples are Shanhai Tourism Site in Chinhwangdo, Sinyonghyeop Tourism Site in Junggyeong-si, etc. Tourism is an important industry for the development of China’s economic development, and it can be said that as a result, such sanctions and management bring a greater improvement to China’s tourist industry. Accordingly, this study intended to examine what sorts of regulations are applied for the management of China’s 5A Level Tourist Attractions and what kinds of managements and characteristics there are.

The tourism experience factor is an essential source of competitive advantage in the tourism industry and is an important factor for predicting future tourism behavior. Tourism experience elements can be composed of areas of education, entertainment, aesthetics and deviance (Pine and Gilmore, 1998). This study examines the effect of tourist experience factors on tourist loyalty and it is meaningful to see if the experiential economic theory of Pine and Gilmore (1999) is applicable. In order to achieve the purpose of this study, we conducted a questionnaire survey on tourists using experiential tourism factors. As a result, it was found that recreational experiential factors had a significant effect on memory. Memory has a significant effect on both visitor satisfaction and tourist loyalty. This study has academic significance because it focuses on the tourism experience factor which is the core of experiential economic theory. Practical significance is that a lot of experiential contents should be found in order to better match the tourist experience factor to the requirements of visitors to the tourist site. As a result, it is expected to generate revenue and improve its competitiveness.

Support from the private sector, for example by firms, has been solicited to ease tourist attraction financial constraints and to help their restoration and maintenance out of Corporate Social Responsibility (CSR) activities (United Nations, 2010; Europanostra, 2013). When engaging in these partnerships, firms may display different level of altruistic motivation. For example, the Italian fashion company Tod’s demonstrated high altruism by agreeing to restore the Colosseum without any economic or financial return. American Express, however, sought promotional rights when the firm agreed to contribute to the restoration of the Statue of Liberty. Finally, the ticketing agency Eventim renamed the Hammersmith Apollo (now Eventim Apollo) in London following their involvement in the restoration, thus pursuing more strategic, rather than altruistic goals. Non-altruistic goals and the fear that the involvement of a company may generate scepticism in visitors, as they could perceive the authentic image of a tourist attraction to be jeopardized. Managers of tourist attractions are faced with a dilemma: should they seek financial support from third parties (e.g. firms), or would this compromise the appeal of the site, leading to a drop in the number of visitors? In order to address this problem, we conducted two experiments to examine how firms' involvement in restorations affects tourist attractions. We found that firms' altruistic motivations (that denotes the support of a cause without demanding anything in return) are positively associated with tourists' intentions to visit the attraction (Study 1). Moreover, we found that this relationship is mediated by visitors’ perceived authenticity, in other words the belief that the real aspect of the site has not been irreversibly altered. We confirm the robustness of our findings in Study 2, additionally showing how this effect is stronger in the case of heritage sites compared to non-heritage sites. To the best of our knowledge, our results are among the first to show how a lack of altruism in CSR activities can negatively affect the target of the campaign (in this particular case a tourist attraction). Results also suggest managers of tourist attractions with high heritage value to assess the altruistic motives of the firm carefully before engaging in a financial partnership.

본고에서는 중화권 여우커를 위한 한국관광지 스토리텔링에 대하여 살펴보므로, 이 방면 연구에 보탬이 되고자 한다. 특정 관광지를 스토리텔링 하는 것은 더없이 좋은 관광안내인 것은 틀림없지만, 지나치게 허구적이고 흥미 위주의 스토리텔링은 관광객의 마음을 불편하게 할 수 있다는 점에서 심중해야 한다. 중국인의 습성 상 좋아하는 스토리텔링을 만들어내는 것도 좋지만, 보다 ‘한국적인 것’을 살려 스토리텔링을 담아 관광지를 개발하고, 중국 여우커 의 마음으로 다가가는 것이 바람직하지 않을까 생각한다.

The objective of the study is to suggest planning directions for practical use and to find the conditions of tourist attractions in rural villages founded on city-dweller's preference. Both a questionnaire and a field survey were used for the study. Selected were four villages such as Oryan-ri, gachun-ri, Junggi-ri, and Gyochon-ri. The results of the study are as follows: City-dweller's valued on natural environment resources in rural tourism and felt uncomfortable to accommodations. The scoring system reflecting functions of six resources showed that common problems encountered in rural tourism were lacks of people's organization, and human exchange mind, and tourism-related leasure places and facilities. Based upon the results, some measures to develop villages were suggested.