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한국조경학회 / v.28, no.1, 2000년, pp.19-28 
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Conjoint Choice Model을 이용한 주제공원 이용자들의 선택행동 연구
( A Study on the Theme Park Users's Choice behavior: Application of Conjoint Choice Model ) |
| 홍성권; 건국대학교 농축산생명과학대학 원예과학과;
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| 초 록 |
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| The purposes of this study are two folds: a) to introduce conjoint choice model to research the choice behavior of theme park users, and b) to suggest the strategies to strengthen the competitiveness of theme parks. The major four theme parks in Seoul metropolitan areas were selected as study areas. A leading polling agency was employed to select 432 respondents by probability sampling and to conduct face-to-face interview. Both alternative generating and choice set generating fractional factorial design were conducted simultaneously to meet the necessary and sufficient conditions for calibration of the conjoint choice model. Dummy coding was used to represent the attribute levels, and the alternative-specific model was calibrated. The goodness-of-fit of the model was quite satisfactory($
ho$$^2$=0.47950), and most parameters values had to expected sign and magnitude. Car was preferred transport mode to shuttle bus for visiting theme parks ; however the most ideal attribute levels only were estimated significantly. Most attribute levels of shuttle bus were estimated significantly except the Dream Land, which is the least attractive park among study areas. Simulation results showed that the shuttle bus was a mode worth providing to switch the current car dominant visiting pattern of theme parks, which will be one the effective strategies to attract more patrons, especially for potential users adjacent to parks. Several ideals were suggested for future researches, in terms of utilization of more general utility function and new base alternative, and inclusion of more salient attributes such as constraints in the model. |
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| 키워드 |
| Conjoint Choice Model;Theme Park;Choice Behavior; |
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한국조경학회지 / v.28, no.1, 2000년, pp.19-28
한국조경학회
ISSN : 1225-1755
UCI : G100:I100-KOI(KISTI1.1003/JNL.JAKO200011920413875)
언어 : 한국어 |
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| 논문 제공 : KISTI 한국과학기술정보연구원 |
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