A review on the application of means-end chain theory in tourism

Lei Meng 한국관광연구학회 2021 관광연구저널 Vol.35 No.4

Scholars investigating customer values and behavior in the field of tourism have used various measurement procedures. This study reviews the application of means-end chain (MEC) theory and its accompanying laddering technique in tourism and hospitality research. MEC theory provides a theoretical framework for scholars to understand consumer behavior. By reviewing 39 publications, this study aimed to comb previous reviews on MEC theory in the tourism industry via a more systematic and integrated review of this literature. We performed bibliometric analysis, which allowed us to establish study clusters, identify key research objects, distinguish interrelations, and excavate collaboration patterns. Content analysis was used to transform crucial results systematically and identify the importance of MEC theory in tourism research, the comprehensive application of multiple models and laddering techniques, and alternative approaches to grouping hierarchical value maps. The conclusion shows that tourism motivation is the most researched theme, and China and Chinese tourists are the most researched region and subjects. This study contributes theoretically and methodologically to the literature related to MEC theory. Theoretically, it bridges the gap of MEC theory used in tourism research and provides theoretical reference for the tourism industry. Methodologically, it also can lead respondents to think about their inner values in response to research questions. Moreover, it can be used alongside other research methods to contribute to more comprehensive and valuable knowledge about tourism.

가상현실 미디어 체험이 가치사슬구조형성에 미치는 영향 연구 VR-AR 수단-목적 사슬이론 적용 중심으로

권상희 ( Sang Hee Kweon ) 한국인터넷정보학회 2018 인터넷정보학회논문지 Vol.19 No.1

This research explores a value chain structure of VR-AR media including user’s perception, uses, and evaluation. The purpose of this research focused on factor analysis and the relationship among user's VR-AR adoption motivations and utilities. This research explores correlation between personal value and using motivation. This study was to identify the value structure of respondent on VR-AR usages based on means-end chain theory. The research used structured APT laddering questions and 251 data was analysed. Through such analysis, category difference by stage and relationship difference were identified and hierarchical value map was compared. There are four different value ladders: first is attributes, functional consequences, psychological consequences, and final value. This study is based on the analysis of the value chain structure factors that affect VR and AR use behavior (attributes, functional benefits, psychological benefits, use value), 'Hierarchical Value Map' between users' The purpose of the model is to construct a model. For this, 'means-end chain theory' was applied to measure the causal relationship between personal value and VR related use behavior. In order to solve this research problem, 135 people were analyzed through the structured questionnaire using the AR and VR content fitness measure and the second APT laddering, and the use of VR-AR : 1) Functional benefits; 2) Psychological benefits; 3) Means to reach value, 4) Objective value chain structure was identified. The results show that VR users tried to smooth the social life through the new virtual reality audiovisual element, the newness of experience, fun, and pleasure through the departure of reality, vividness of experience, and leading fashion. The AR fitness was a game and a new program, and the value of interacting with other people and the value of 'periwinkle' played an important role through the vividness and peripheral interaction of AR, It was an important choice. The important basic values of users' VR and AR selection were correlated with psychological attributes of interaction with others, achievement, happiness and favorable values.

한중 캠핑 이용객들의 가치 체계에 관한 연구: 수단-목적 사슬 이론을 중심으로

오호,유형숙 한국관광진흥학회 2024 관광진흥연구 Vol.12 No.3

캠핑산업이 국내·외에서도 급격히 상승하고 있는 현시점에서, 캠핑시장에 대한 이해가 국가를 초월해서 충분히 이루어져야 한다. 한국과 중국은 관광시장과 문화교류에서 긴밀한 관계를 유지하고 있으며, 캠핑관광이 이미 양국 관광산업의 필수적인 부분이 되고 있다. 따라서 한국과 중국 캠핑 이용객의 선택속성 및 가치체계를 깊이 이해하는 것은 양국 관광시장의 경쟁 우위를 높이고 마케팅 전략을 수립하는 데 매우 중요하다고 판단된다. 본 연구는 수단-목적 사슬 이론을 적용하여 한국과 중국 캠핑 이용객의 가치체계 형태와 구조를 이해하는 것을 목적으로 한다. 수단-목적 사슬 이론은 단계별로 제품과 소비자의 내재적 가치가 어떻게 연결되는지를 분석하는데 각 단계에서 소비자들은 제품에 대한 지식을 축적하고 이를 바탕으로 소비나 이용 동기를 부여해 나간다. 특히 본 연구는 하드 래더링 방법을 채택하여 한국과 중국 캠핑장 이용객의 가치체계가 어떻게 나타나고 있는지를 규명하고자 하였다. 한국과 중국의 캠핑장 선택속성과 혜택은 다르게 나타났지만, 가치 항목은 거의 비슷하게 나타났다. 그리고 중국인 캠핑 이용객의 가치 항목에 ‘여유로운 삶’이라는 항목도 나타났다. ‘여유로운 삶’이 중국 캠핑 이용객들에게서만 나타나는 가치 항목인지는 계속 살펴볼 필요가 있다고 판단된다. 캠핑관광은 단순한 여가활동을 넘어 삶의 질을 높이는 중요한 수단이 되고 있다. 본 연구는 한국과 중국 캠핑객의 가치체계를 비교함으로써 양국의 캠핑문화와 캠핑행동을 이해하는데 기여할 것이라고 판단되며, 효과적인 캠핑장 마케팅 전략을 개발할 수 있을 것으로 기대한다. At the present time, when the camping industry is rising rapidly at home and abroad, a sufficient understanding of the camping market must be achieved across countries. Korea and China maintain close relations in the tourism market and cultural exchange, and camping tourism is already becoming an essential part of the tourism industry. Therefore, a deep understanding of the optional attributes and value systems of Korean and Chinese camping users is considered very important in enhancing the competitive advantage of the tourism market in the two countries and establishing marketing strategies. This study aims to understand the form and structure of the value systems of camping users in Korea and China by applying the means-end chain theory. The means-end chain theory analyzes how products and consumers' intrinsic values are connected step by step, with consumers accumulating knowledge about the product at each stage and using this knowledge to motivate consumption or using. In particular, this study adopted the hard laddering method to investigate how the value system of camping users in Korea and China is represented. While the selection attributes and benefits of camping users in Korea and China appeared differently, the value items were similar. Additionally, ‘ leisurely life’ appeared as a value item among Chinese camping users. It is deemed necessary to continue exploring whether ‘ leisurely life’ is a value item that only appears among Chinese camping users. Camping tourism is becoming an important means of improving the quality of life beyond simple leisure activities. This study will contribute to understanding the camping culture and consumer behavior of both countries by comparing the value systems of Korean and Chinese camping users. In addition, based on this, more effective camping site marketing strategies can be developed.

제주올레, 지리산 둘레길, 해파랑 길 도보관광객의 가치추구 비교연구: 수단-목적사슬(Means-End Chain)이론을 중심으로

한학진,강혜숙 한국호텔관광학회 2015 호텔관광연구 Vol.17 No.2

This study tries to investigate the terminal value pursuit of trekkers' depending on the laddering technique of MEC theory. The more specific purpose of this study is to identify the trekker's terminal value by using means-end chain theory and its laddering technique. Especially, this study attempted to compare among Jejuolle, Jirisan dulraegil, and Haparanggil trekker's value and value chain. An interview method used for data collection included a hard laddering approach which is most common in means-end theory. A total of 298 in-depth interviews from Sep in 2012 to April 2013 were carried out for 298 trekkers who are enjoying trekking travel at three different areas including Jeju, Jirisan, and Gangrung. Results of this study showed that the terminal value for Jirisan trekkers was ‘enjoyment & fun' and Haparanggil trekkers was 'enjoyment & fun' and 'self-satisfaction'. The value chain for Jirisan trekkers was group trekking of 'family or colleagues(A)'-'improve relationship among them(C)'-'belongings(V)'. And Hapranggil trekkers was 'family or colleagues(A)' -'improve relationship among them(C)'-'belongings(V)'. The value chain for Jejuolle trekkers was 'accompanying persons(A)' lead to 'inspire unity and good relationship among family and finally lead to 'belongings'. Through this results, Two of the most important attributes are 'various trekking courses and family'. This results will help researchers and management of tourist attraction to give plentiful insights in understanding who trekkers are and what they really pursuit through trekking travel.

노인정신장애인의 사회복지서비스 이용행위의 가치 사슬 구조 연구

김선주(Sun-Joo Kim),권순애(Sunae Kwon),박미옥(Mi-Ok Bak) 한국콘텐츠학회 2016 한국콘텐츠학회논문지 Vol.16 No.3

본 연구는 수단-목적사슬이론에 입각하여 노인정신장애인의 사회복지서비스 이용행동에 대한 예측을 시도하는 것이다. 노인정신장애인들이 새로운 요보호대상 인구집단으로 부상함에도 불구하고, 지역사회 차원에서 이들을 위한 사회복지서비스들이 부재함에 문제의식을 가지고, 노인정신장애인을 위한 사회복지서비스 개발을 위하여 수단-목적사슬이론에 입각하여 서비스 이용행동을 분석해 보았다. 인터뷰 대상자는 노인정신장애인 15명이였으며, 이들을 통해 도출된 내용은 속성 7개, 혜택 10개, 가치 11개였다. 프로그램 이용에 대한 가치단계도는 ‘질병관리, 사회복귀 준비, 취미·여가 → 건강유지, 삶의 활용 → 사회복귀, 생활만족도, 원만한 가정생활’로 나타났다. 본 연구 결과를 통해서 노인정신장애인들이 사회복귀시설 프로그램을 이용할 때 가지는 인지구조를 경험적으로 확인할 수 있게 되었다. 노인정신장애인들은 질병관리나 사회복귀를 준비하기 위해서 이용할 뿐 아니라 노년기에 느끼게 되는 삶의 무료함을 해결하기 위하여 이용하고 있음도 확인되었다. 그리고 어떤 프로그램을 이용하더라도 삶의 활력을 중요한 혜택으로 고려하고 있었다. 향후 정신보건영역에서 노인정신장애인을 위한 사회복지 프로그램을 개발할 때, 정신장애인으로 이용하게 되는 질병 관리나 지역사회 적응 뿐만 아니라 취미여가를 개발할 수 있는 다양한 여가문화 프로그램도 고려할 필요가 있다. 그리고 프로그램의 주요한 성과 중 하나로 삶의 활력을 설정하고 이를 성취할 수 있는 프로그램 개발도 이루어질 필요가 있다. The aim of this study is to predict use behavior for social welfare service of the elderly mentally ill through means-end chain theory. Means-end chain theory explains cognitive structure related to the consumers preference to various products and services. Although the elderly mentally ill begin to emerge as new client population, social welfare services for them do not seem to be enough in the community. Based on this awareness, this study tried to analyse service use behavior of the elderly mentally ill through means-end chain theory to develop new social welfare services. The data were collected from 15 elderly mentally ill and found 5 attributes, 10 consequences, and 11 values. Hierarchical Value Map was composed of disease management, rehabilitation preparation, hobby · leisure → health maintenance, energy of life → social reintegration, life satisfaction, harmonious family life. To activate the social service for the elderly mentally ill, it should be developed various programs such as disease management, rehabilitation preparation, hobby · leisure for the elderly mentally ill. The ultimate value of these programs will be improve life satisfaction and integrated into society.

국내은행에 관한 소비자 인지구조연구: 수단-목적 사슬이론과 온라인 래더링을 중심으로

송기인 ( Gee In Song ) 한국지역언론학회 2006 언론과학연구 Vol.6 No.1

The main purpose of this study is to analyze on consumer`s cognitive structure using online software laddering based on means-end chain theory in cognition psychology. To do this, this study was conducted with 1074 main consumers who use the domestic bank service for depicting HVM(hierarchical value map) which is constructed to hierarchical level`s elements and the connection between elements in means-end chain theory. The major findings of this study are as follows. Firstly, the main attribute of domestic bank service is ``brand image,`` ``the functional consequence is`` easy access and using, ``the psychological consequence is`` strong belief,`` and the value is`` the comfortable life. ``Secondly, consumers had the differential relation of connection between hierarchical level`s elements in means-end chain theory. Especially, the connection of attribute-functional consequence is`` the big scale of bank-easy access and using, ``the functional-psychological consequence is`` the possibility of keeping on using bank, ``the psychological consequence-value is`` the easy and safe feeling-the comfortable results are expected to improve the understanding of the consumers` cognitive structure or HVM and are useful to develop the strategy for marketing and communication.

페이스북에 대한 대학생의 가치 및 가치 단계도 (HVM): 수단ᐨ목적 사슬 이론과 래더링 기법의 적용

송기인 한국광고홍보학회 2017 광고연구 Vol.0 No.115

The purpose of this study is to examine the value and value structure of Means-end chain theory for college students who seek in using Facebook of SNS(Social Network Service). The sample was 349 college students who heavily use facebook. The research method is the APT laddering which makes a pair with Means-end chain theory. This study constructed HVM which shows hierarchical value structure between facebook and users. The results of this study is as follows. First, the important attributes of facebook among college students were <function of something interesting> and <chat and communication>. Second, the functional consequences which is caused by the attribute of facebook were <human relations> and <fun and interesting>. And the psychological consequences were <fellowship and community spirit>, <a feeling of satisfaction>, and <sense of friendliness and kindness>. Third, the value of life which college students will seek with a tool of facebook were <positive and exciting life> and <sense of belonging>. The HVM of facebook and users was constructed with these elements of Means-end chain theory. And the main ladder of this HVM were <function of something interesting-fun and interesting-a feeling of satisfaction-positive and exciting life> and <chat and communication- human relations-fellowship and community spirit-sense of belonging>. Finally, the facebook users, the college students, considered the association between means of <function of something interesting> and <chat and communication> and the end of <positiveand exciting life> and <sense of belonging> as important. 본 연구의 목적은 현대인의 삶에서 대표적인 SNS(Social Network Service) 중 하나인 페이스북(facebook)에 대한 대학생의 가치 추구 형태와 가치 구조를 알아보는 것이었다. 특별히 본 연구는 수단ᐨ목적 사슬 이론을 통해 조사하였다. 조사 대상은 페이스북을 활발히 사용하는 집단인 대학생 349명이었다. 그리고 연구 방법은 수단ᐨ목적 사슬 이론과 방법론적 쌍을 이루는 래더링(laddering) 기법이었다. 연구는 페이스북과 사용자의 단계별 인지 구조를 보여 주는 가치 단계도를 구성하였고, 그것을 통해 다음과 같은 연구 결과를 도출했다. 첫째, 대학생들이 가장 중요하게 여기는 페이스북 속성은 ‘볼거리 제공’과 ‘대화 및 소통’이었다. 둘째, 페이스북 속성으로 야기되는 기능적 혜택은 ‘인간관계 구축’과 ‘재미와 흥미’였고, 심리적 혜택은 ‘유대감 및 공동체 의식’, ‘만족감’, 그리고 ‘친근감 및 다정함’이었다. 셋째, 페이스북을 도구로 삼아 대학생들이 추구하는 삶의 목적인 가치는 ‘긍정적인 삶’과 ‘소속감’이었다. 이러한 항목들로 페이스북에 대한 대학생들의 가치 단계도가 구성되었고, 그 중심 래더는 ‘볼거리 제공ᐨ재미와 흥미ᐨ만족감ᐨ긍정적인 삶’과 ‘대화 및 소통ᐨ인간관계 구축ᐨ유대감 및 공동체 의식ᐨ소속감’이었다. 결과적으로, 수단과 목적의 관점에서 페이스북 사용자들은 속성의 ‘볼거리 제공’과 ‘대화 및 소통’의 수단과 가치의 ‘긍정적인 삶’과 ‘소속감’의 목적 관계를 중요시하고 있었다.

단어 유사도 분석을 적용한 수단-목적사슬 레더링: 부산은행의 브랜드 아이덴티티 구축 분석

박종민,문안나 한국광고홍보학회 2019 광고연구 Vol.0 No.123

This study proposes a new methodological process that combines word similarityanalysis through big data text mining process to means-end chain laddering, whichhas been actively used to derive new brands or creative concepts for specific productsor services. In addition, this process was applied to the case of building a long-termfuture brand identity of Busan Bank. The study was conducted through the analysis ofword similarities between the words related to Busan Bank’s attributes, functionalbenefits, psychological benefits, values and the word ‘Busan Bank’. Total 5,176 newsarticles in Naver during 28 years were analyzed. The analysis shows ‘customersustainable-friendly-love’, ‘customer-sustainable-friendly-happy’, ‘customer-sustainableconvenient-love’, ‘customer-sustainable-convenient-happy’ and ‘Regional-Rapid-Convenience-Happiness’ and ‘Region-Profit-Convenience-Happiness’ were drawninto the main chain, and ‘ Customer-Continuous-Friendly-Love ’ and ‘ Customer-Continuous-Friendly-Happiness’ were proposed. In addition, the practical andacademic implications of the research were discussed. 이 연구는 특정 제품이나 서비스의 새로운 브랜드나 크리에이티브 콘셉트 도출에 활발히 사용되었던 수단-목적 사슬 레더링에 빅 데이터 텍스트마이닝 과정을 통한 단어 유사도 분석을 접목하는 새로운 방법론적 과정을 제안한다. 더불어 이러한 과정을 부산은행의 장기적인 미래 브랜드 아이덴티티 구축 과정 사례에 적용하였다. 분석 대상은 ‘네이버’에서 검색된 약 28년간의 ‘부산은행’ 관련 기사 총 5176건이다. 부산은행의 속성,기능적 혜택, 심리적 혜택, 가치 관련 단어들과 ‘부산은행’이라는 단어와의 단어 유사도분석을 통해 진행했다. 분석 결과 ‘고객-지속-친숙-사랑’,‘고객-지속-친숙-행복’,‘고객-지속-편리-사랑’,‘고객-지속-편리-행복’과 ‘지역’ 속성으로 시작되는 ‘지역-신속-편리-행복’, ‘지역-이익-편리-행복’이 주요 사슬로 도출되었다. 우리는 연구 결과에 대한 해석을 바탕으로 ‘고객-지속-친숙-사랑’, ‘고객-지속-친숙-행복’을 부산은행의 브랜드 아이덴티티로 제안했다. 또한 연구의 실용적, 학술적인 의미에 대해 토론하고 실용적인 적용에 대해 제안했다.

해외 와이너리 투어 참가자의 가치체계 연구 : 수단-목적 사슬 이론 적용

김윤경(Yoon-Kyung Kim),이형룡(Hyung-Ryong Lee) 한국관광연구학회 2021 관광연구저널 Vol.35 No.3

The aim of this study is to compare the value structure of winery tour participants through in-depth interviews on the properties of winery tour selection by winery tour participants based on means-ends chain theory. Through this, the value system of hard and soft laddering of the means-ends chain theory was compared. In order to conduct this study, first of all, content analysis was conducted for attributes. To this end, 30 overseas winery participants were interviewed for soft laddering using the snowball interview technique. As a result, 16 attributes, 20 consequences, and 9 values were derived. However, many items were derived and merged into eight attributes, nine benefits, and three values through discussion with experts. A structural questionnaire was created based on the items thus derived, and a questionnaire for hard laddering was conducted with 211 overseas winery tour participants. Through this, the content code and implication matrix were derived, and the value map (HVM) was displayed by conducting a cut-off. Looking at the results of the value map, the values pursued by hard laddering and soft laddering were derived as satisfaction. In academic terms, this study complements the lack of research on the value analysis of winery tours in the past, and in practical terms it is intended to be helpful in marketing applications for overseas winery tours.

래더링을 이용한 도시 공원 이용객의 가치체계에 관한 연구 - 서울 어린이대공원 자녀 동반 가족이용객을 대상으로 -

임지은,이형룡 한국관광학회 2013 관광학연구 Vol.37 No.2

Urban park has evolved with increasing leisure activities of citizens, thus it is necessary to administer urban park from the perspective of consumer's behavior. Therefore this paper aims to look into the value pursuit process of the urban park visitors with their family including their children, using the means-end analysis called laddering. The Means-End Chain theory links to the attributes of products or services(A), the consequences using the attributes(C), and the value of customers(V). This study obtained 10As, 8Cs, and 7Vs through depth interview of 11 urban park visitors who had been the urban park more than three times with their family, and collected data from 100 visitors at the Seoul Children's Grand Park. The results indicated that the ultimate values of urban park visitors are 'pursuit of family happiness' and 'enhancement of family bond' and the most conjoin linkages are 'simple activity process(A)'-'having pleasant time(C)'-'enhancement of family bond(V)'. The results imply that urban park visitors perceive the park as a casual place to spend time with their families and make connectedness within them.