The Influence of Saemangeum Reclaimed Landscape Colors on Perceived Restorativeness and Revisit Intention

Abstract

Background and objective: This study was conducted to find out the effects of Saemangeum reclaimed landscape colors on perceived restorativeness and revisit intention.Methods: A survey was conducted on 120 general respondents, and the responses from 112 respondents were analyzed, except 8 inappropriate responses. The average age of all respondents was 48.60 ± 12.99.Results: Regarding psychological indicators for Saemangeum reclaimed landscape images, this study analyzed the demographic variables of the visitors by four factors of the Perceived Restorativeness Scale (PRS). The result showed that there were statistical significance in age, education, average monthly income, and occupation. The correlation analysis showed that there was a positive correlation between satisfaction and preference in the Saemangeum reclaimed landscape, four factors of PRS, and loyalty showed positive correlations and had statistical significance. As for the preference in Saemangeum reclaimed landscape colors, purple was the most preferred among the eight colors. For the question about satisfaction and loyalty to the Saemangeum reclaimed landscape, more than 87% of respondents responded 'Agree' and 'Strongly agree.' Moreover, a regression analysis including dummy variables was conducted to identify the influence of satisfaction, preference, PRS, and demographic variables (control variables) of visitors. The results showed that preference and fascination among the four factors of PRS had a positive effect on loyalty to the Saemangeum reclaimed landscape. In contrast, the age 20 - 29 (<i>β</i> = -.29, <i>p</i> < .05) had a significant negative effect on loyalty. In other words, higher attention restoration due to preference and 'fascination' and age older than 29 resulted in higher loyalty to the Saemangeum reclaimed landscape. Meanwhile, gender, education, and occupation did not affect the preference.Conclusion: In conclusion, this study identified that the Saemangeum reclaimed landscape affects positive emotions such as 'fascination' and landscape preferences of visitors, and thus would be useful for increasing the revisit intention of visitors.