초록

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Abstract ▼ AI-Helper

Cultural Property"s Admission Fee has recently been a debated issue recently. This study examined the way to mitigate the public resistance to the current practice by assessing the effect of persuators and persuasion message. The persuasion message comprised five statements in which levying admissio...

Cultural Property"s Admission Fee has recently been a debated issue recently. This study examined the way to mitigate the public resistance to the current practice by assessing the effect of persuators and persuasion message. The persuasion message comprised five statements in which levying admission fee for cultural properties was rationalized and each statement was hypothetically delivered by three influential figures. The research employed pre-post test design to test the attitude change before and after the respondent was exposed to each message and persuators. In order to meet the purpose, t-test, two-way ANOVA, and Scheffe test were performed. Data was collected in Mt. Gyeryong National Park. The result shows that the general opposition to the admission fee was initially high, and the message appeared to be effective in reducing the opposition. In terms of the message source and content, mountaineer Hongil Um and conservation needs had the most significant effect. Overall, messenger effect was greater than the message content. Especially, respondents responded most positively when the two influential factors were combined, tint is, conservation needs was solicited by Um. Future research needs to consider other variables to refine persuasion effect, such as, for example, place attachment, religious orientation, and cultural and environmental awareness. Also some strategical approaches from the provider"s standpoint needs to be addressed regarding the issue in the future.

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