The effects of visitor's travel motivation and perceived value on satisfaction as the case of the National Garden: Focusing on Taehwagang National Garden

The aim of this study is to investigate the factors that influence the perceived value and the factors influencing the satisfaction and perceived value derived from the tourism motivations of visitors to the Taehwagang National Garden. Specifically, the driving factors, incentive factors, and perceived value of tourism motivation were set as prerequisites for tourism satisfaction. Recently, Ulsan Metropolitan City has implemented various strategies to develop the Taehwagang National Garden and boost visitor numbers, aiming to transition from an industrial to a tourist city. However, the visitor turnout has been less than expected, given the efforts. In response to the need for strategies to ensure the sustainability of the Taehwagang National Garden, this study was conducted focusing on the characteristics of visitors who have experienced the garden. The results of the study were found to have a positive and significant effect on perceived value among the driving factors, and among the attractive factors, core tourism resources had a positive and significant effect on perceived value, and the convenience of information and facilities had a negative and significant effect on perceived value. Furthermore, a conclusion was drawn that perceived value had a positive and significant effect on tourism satisfaction. Therefore, these findings suggest that it can be used as data for establishing marketing strategies for the Taehwagang National Garden, and it is suggested that visitor satisfaction and operational sustainability can be enhanced by developing content that meets visitor needs and by expanding facilities for relaxation.