Moderating Effect of Demographic Variables by Analyzing the Motivation and Satisfaction of Visitors to the Former Presidential Vacation Villa: Case Study of Cheongnam-Dae, South Korea

Abstract

This study aims to verify whether there is a difference in groups vis-à-vis gender and age in the relationship between the motivation and satisfaction of visiting the former presidential villa, Cheongnam-dae. Using structural equation models, we examined that Relaxation has a positive effect on satisfaction in all groups. However, the relationship between motivation and satisfaction, such as Convenience, Historicity, and Fellowship, reveals gender and age differences, while the relationship among three motivation factors differs by gender and age. Four motivational factors, i.e., Relaxation, Convenience, Historicity, and Satisfaction, significantly affected the youth (n = 171), while the three factors, i.e., Relaxation, Convenience, and Fellowship, significantly affected the elderly (n = 143). Our analysis encourages expanding ecotourism infrastructure to enhance the ecological value of Cheongnam-dae. It is also necessary to replenish related facilities and contents to enhance the effectiveness of ecological experiences and environmental education. Therefore, this work is significant as it contributes to the development of an analytic framework by discussing the difference between motivation and satisfaction.