In order to understand the cause or motive of the in-depth action on the visit to the ancient tombs located in the heart of Gyeong-Ju. This study identified important factors for the means by which visitors would consider any optional attributes most important to a visit to the ancient tombs in downtown Gyeong-Ju, the resulting consequences, and the final value of the ultimate end state. Through this, the purpose of the research is to identify the ultimate final value and value system of local residents and tourists through the visit of the ancient tombs in downtown Gyeong-Ju by identifying the population group of the main attributes-consequences-value that governs the behavior of local residents and tourists.

To achieve the purpose of this study, the research aims to conduct an in-depth analysis of motivation and value of local residents and tourists based on Means-End Chain(MEC) theory. The sampling of the study was conducted on local residents living near the downtown area of Gyeong-Ju City, and tourists through soft laddering and hard laddering methods. A mutual correlation model in relation with Hierarchical Value Map(HVM) for each group was achieved by conducting the analysis of factor loading (attributes, consequences, value) and cognitive structure (the correlations among attributes, consequences, and value) was proposed, and the comparisons of HVM for each group was also conducted.

This study used in-depth interviews of primary-level soft laddering, as well as structured questionnaires using the Association Pattern Technique(APT) methods of secondary hard laddering to analyze the Mean-End value chain structure based on the attributes, consequences, and values of local residents and tourists.

The findings propose that local residents are visiting Ancient Tombs in Gyeong-Ju City Center primarily for ‘Rest and take a walk’ as the means, which results in ‘Relieving stress’ and eventually leads to the ‘Improvement of historic and cultural cultivation’ as the ending outcome. On the other hand, tourists also ‘Rest and take a walk’ as the mean, which also leads to ‘Relieving stress’. However, unlike local residents, this eventually leads to ‘Self-reflection and healing’ as an ending result.

This study is the first of its kind that developed a value step the Hierarchical Value Map(HVM) from the connotation a Structural Implication Matrix(SIM) between local residents and tourists visiting the downtown Gyeong-Ju tombs attributes[A] - the resulting consequences[C] - the royal end value[V] - and, through the laddering methodology. It is therefore judged to be significant in the attempt towards finding variables that can be derived from various perspectives, rather than the general purpose of the study. Based on these results, it is expected that the findings of this study not only provide recommendations for us to consider preserving and managing the cultural heritage and value of the ancient tombs in developing “Ancient Tomb Park in Gyeong-Ju City Center” but also in providing baseline data for the establishment of reasonable plans in utilizing tombs, historical and cultural heritage locations.

We also hope to use this studies findings as useful information for planning more efficient and strategic space management. Additionally, we expect these finding to provide more efficient future utilization plans for historical, and theme parks, using cultural and natural resources through MEC theory and in-depth visitation motivation and value study through laddering methods.

Keywords : Means-End Chain(MEC), Attributes, Consequences, Value, Soft Laddering, In-depth Interview, Hard Laddering, Association Pattern Technique(APT), Hierarchical Value Map(HVM)