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공공서비스재로서의 한밭수목원 운영전략

Author
노희경, 오도교, 김세빈
Journal Title
한국산림휴양학회지
Publication Year
2011
Topics
Summary

This study investigated the usefulness and visiting behavior of Hanbat Arboretum in Daejeon as an urban arboretum, and analyzed the importance of visiting decision factors based on the arboretum service marketing mix. The survey results showed that program usability, place suitability, and staff quality significantly influenced visiting decisions, with particular emphasis on the appearance and friendliness of staff. The study pointed out that Hanbat Arboretum is currently perceived as a city park and emphasized the need to establish an operating strategy for establishing arboretum identity and increasing utilization efficiency.

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