한국 전통예술공연 관람 외국인 관광객의 인지구조 : 일본인 관광객을 대상으로

Abstract

The main purpose of this study is to analyse on foreign tourist's cognitive structure using hard laddering based on means-end chain theory in cognition psychology. This study was conducted with 53 main tourists who attended the traditional performing art which is constructed to hierarchical level's elements and the connection between elements in means-end chain theory. The results of this study indicated the most dominant value chain is 'the level of art performing prestigious(A)' - 'cultural education(C)' - 'self satisfaction'(V). This result implies that foreign tourists recognize the importance of cultural experience through attend the traditional performing art. these findings imply that it is crucial to investigate Japanese tourist perceived values in order to reinforce the attributes which are associated with the particular value