The Perceived Attractiveness of
GIAHS BATDAM and Its CulturalLandscape
Wonhee K. You(present)
Yura Jin Research Institute for Regional Government & Economy of Korea
Sejin Seo Jeju Special Self-Governing Province

CONTENTS01••

GIAHS BATDAM Agricultural System
Feature & Function
Types of GIAHS BATDAM & Landscape••

Destination Attraction of GIAHS BATDAM
Literature background
GIAHS BATDAM Destination Attractiveness••

Test Result
SummaryResult••

GIAHS BATDAM’S CULTURAL LANDSCAPE VALUE
Anticipated “Perceived Significance”
Suggestion : Ideal Promotions and Conservation measure for GIAHS BATDAM

0203042

PART 1

GIAHS BATDAM
Agricultural System

3

PART 1GIHAS Jeju BATDAM Agricultural System

Feature & Function

4

PART 1GIHAS Jeju BATDAM Agricultural System

Feature & Function
Distribution of GIAHS BATDAM Source from FAO GIAHS Application, 20135

PART 1GIHAS Jeju BATDAM Agricultural System

Feature & Function• Estimated length: over 22,108km• Annual precipitation: 1500 -1900mm/yr vs. 1277 Korea vs. 807 world• Rice farming impossible: high permeable soil

Volcanic ash soil 77% of the island/ 60% of arable land
Average depth of arable land 18.3㎝(7㎝-35㎝), up to 40% of soil is gravels
Volcanic ash soil

• highly acidic/lacks phosphoric acid• poor growth of crops• negative impact on the quality and quantity offruits• frequent erosion• topsoil is easily washed away when it rains

Days of wind 10m/sec, 117day/year, especially stronger wind spring - fall
Jeju is located in the path of typhoons/summer typhoon wind speed : 50m/sec

6

PART 1GIHAS Jeju BATDAM Agricultural SystemFeature & Function
Crops in GIAHS BATDAM Source from FAO GIAHS Application, 2013
CropYield(2011)
66,632 M/T••

potato 48900, bean 7442, barley 4802, sweet potato 1887
Bugwheat, millet, legume, upland rice, mugwort, etc

Vegetables

695,809 M/T••

white radish 307109, cabbage 112087, carrot 61104,
onion 62333, garlic 45631

Cash crop

4,810 M/T••

sesame 448, green tea 124, rape flower 140, peanut 258,
medicinal plants 2532

Flower29,496,000
flowers•lily 17036, chrysanthemums 3578, gerbera 1670

Citrus588,000 M/T

Foodcrops7

PART 1GIHAS Jeju BATDAM Agricultural SystemTypes of GIAHS BATDAM

Woidam: Single layer

Jeopdam: double layer

Jatdam:People walk on the fence called jatgil (path),
Help neighbors without road to the field8

PART 1GIHAS Jeju BATDAM Agricultural System

Types of GIAHS BATDAM

Japgutdam

Uldam

WondamFence around a house

net for fish gathering

9PART 1GIHAS Jeju BATDAM Agricultural System

Types of GIAHS BATDAM

SandamHwanhaejangseong

Bulteokgraveyard fence

fortress fence

fireplace to get warm

10

PART 1GIHAS Jeju BATDAM Agricultural System

Types of GIAHS BATDAM

OlletdamJeongnangTongshi

fence from dwelling to a street

stone gate fence

toilet fence

11

PART 1GIHAS Jeju BATDAM Agricultural System

Feature & Function
Source from GIAHS BATDAM application, 201312

PART 1GIHAS Jeju BATDAM Agricultural System

Landscape of GIAHS BATDAM
Landscape of GIAHS BATDAM Source from GIAHS BATDAM application,
2013

SpringSummerFall

Winter13

PART 1GIHAS Jeju BATDAM Agricultural System

Socio-cultural elements of GIAHS BATDAM
Home of 18,000 gods!
• Island of stone and wind holds uniquefolklore✓ Buildings used to hold jipjul(lower roof) ,pungchae (tied roof ), uldam/olletdam
that subdue winds.

✓ Various structures, tools for daily lives
and entertain culture with stone aselements of Jeju’s agricultural and14

PART 1GIHAS Jeju BATDAM Agricultural System

Socio-cultural elements of GIAHS BATDAM•

Livestock farming taking advantage of a vast expanse ofgrassland in the mid-mountain area•

UNESCO Jeju Haenyeo(women divers) Intangible Cultural

Heritage: December 2016•

Unique culture of burial and beolcho or tidying up the gravesite•

Batdam made its way to the mid-mountain areas from the15PART 2Destination Attractionof GIAHS BATDAM

16

PART 2

Destination Attract iveness of GIAHS Jeju BATDAM

Literature background
Destination Attractiveness•Combination of “the relative importance of individual benefits
and the perceived ability of the destination to deliver individualbenefits”•What is tourist destination?

Jeju island••or(Hu and Ritchie 1993, p. 25)

GIAHS BATDAM

GIAHS BATDAM is located throughout the entire island.
GIAHS BATDAM is the core element of Jeju landscape.
17PART 2

Destination Attract iveness of GIAHS Jeju BATDAM

Literature background
Destination Attractiveness Dimension (Thach & Axinn, 1994)
Core
Attributes

Heritageresources(Stevens 1992) ofhistory, music,paintings, folklore,special events(McCain &Ray 2003)

Augmented Attributes
functional/physicalattributes, influencing
visitors’ evaluation of thecore attributes, including
accommodations, food,transportation,interpreting/guiding services,
environmental management18PART 2

Destination Attract iveness of GIAHS Jeju BATDAM

GIAHS BATDAM Destination AttractivenessSignificance of GIAHS BATDAM in the eye of selection criteria① Food and Livelihood Security② Agro-biodiversity③ Local and Traditional knowledge/skills④ Culture, Value System & Social Organization⑤ Landscape19PART 2

Destination Attract iveness of GIAHS Jeju BATDAM

GIAHS BATDAM Destination Attractiveness• Attractiveness of a cultural destination includes learning,awareness and understanding of other cultures, cultural
exchange, and stronger cultural identity (Clements, Schultz, and Lime 1993;
Driver, Brown, and Peterson 1991) for visitors with cultural backgrounddifferent from that of the hosts.
• It is necessary to see the followings
Is GIAHS BATDAM a destination?

What elements pull visitors to GIAHS BATDAM?

Visitors perception on GIAHS BATDAM Ideal enhancement of GIAHS BATDAM promotion
20

PART 3

Test Result21

PART 3

Test Result

Summary·Target· Method
Summary✓ Survey was built to see① Perceived awareness of Destination Jeju and Jeju Batdam② Satisfaction level(willing to recommend, revisit and overall satisfaction)③Target: 265 residents and domestic visitors over 15 years oldMethod✓ Period: 2 weeks from 07/27/2018 at The World Natural Heritage Center ofJeju with structured and self fill in type survey✓ Analyzed total of 265(distributed 270, excluded 5 incomplete ones)✓ Frequency analysis, T-test, Factor analysis, Regression analysis were practices
with SPSS Ver. 19(IBM SPSS Statistics)
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PART 3 Test Result

Demographic Formation

Table1. Demographic Characteristics of Respondents
characteristic
GenderAge

Residence

Education level

Totaln(%)

Male

109(41.1)

Female156(58.9)

15-20

9(3.4)

21-30

33(12.5)

31-40

35(13.2)

41-50

62(23.4)

51-60

80(30.2)

Over 61

46(17.3)

Visitor114(43.0)

Jejucharacteristicn(%)

Student24(9.1)

Office Worker46(17.4)

Engineer17(6.4)Agriculture and fisheries9(3.4)

Independent business

37(14.0)

Public officer

19(7.2)151(57.0)

Homemaker

41(15.5)

Middle School15(5.7)

Service38(14.3)

High School

65(24.5)

Profession

24(9.1)

University

145(54.7)

Graduate school

40(15.1)

Jobless10(3.8)265(100)

Job

Total

265(100)

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PART 3 Test Result

T-test Results between Jeju Residence and Visitor

Table2. T-test Results between Jeju Residence and Visitor on Destination Attractiveness
type

1.User-friendly and convenient roads and transportation
system2.Reasonable prices offered in Jeju
3.Destinations are crowded by visitors
4.Indigenous buildings and constructions are well preserved
5.Historical sites and folk crafts are well preserved
6.Controled development is practiced to preserve naturallandscape value
7.Good guide facilities and system are provided in Jeju
destinations
8.Easy to shop Jeju souvenir and local products*p<.05, **p<.01, ***p<.001

no.

mean

standard deviation

Jeju Residence

114

3.37.953

Visitor151

3.57.860

Jeju Residence

114

2.32.917

Visitor151

2.76.964

Jeju Residence

114

3.87.946

Visitor1513.50.815

Jeju Residence

114

2.86.994

Visitor151

3.64.803

Jeju Residence

114

3.13.955

Visitor151

3.62.764

Jeju Residence

114

3.10

1.030

Visitor151

3.50.855

Jeju Residence

114

3.42.986

Visitor151

3.74.820

Jeju Residence

114

3.47.989

Visitor151

3.72.865

p-value.000***.001**.000***.000***.001**.019*.004**.031*

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PART 3

Test Result

T-test Results between Jeju Resident and Visitor
Table3. T-test Results between Jeju Residence and Visitor regarding Attractiveness of Jejutypeno.
meanstandard deviation
p-valueBatdam
1. Knew Batdam is one of FAO GIAHS previously.
2. Outstanding landscape is offered among farm road, farming area, Batdam and mountain.
3. Rock piles and fence in Batdam landscape show Jeju culture.
4. Knew Batdam's border line role previously
5. Knew Batdam's prevents soil loss role previously
6. Knew Batdam secures soil temperature previously
7. Knew Batdam softens harsh wind previously
8. Knew Batdam prevent trespasses of cows and cattle previously
9. I have seen promotion items of Jeju Batdam
10. I knew Jeju Batdam Festival previously
11. I believe Jeju Batdam needs to be registered as UNESCO Cultural Landscape.
12. I hope Jeju Batdam is recognized in larger global scale.
13. I think Jeju Batdam is one of Jeju's tourism resources.
14. Jeju Batdam shows farmers success in overcoming given rough environment.
15. I think Jeju Batdam holds different background from stone fences in other nations.

*p<.05, **p<.01, ***p<.001

JejuResidence

114

2.97

1.379

Visitor151

2.46

1.193

JejuResidence

114

4.13.888

Visitor151

3.68.687

JejuResidence

114

4.12.789

Visitor151

3.86.809

JejuResidence

114

3.94

1.016

Visitor

151

3.42

1.061

JejuResidence

114

3.56

1.234

Visitor

151

2.95

1.148

JejuResidence

114

3.38

1.265

Visitor

151

2.81

1.128

JejuResidence

114

3.58

1.282

Visitor

151

3.03

1.157

JejuResidence

114

3.67

1.224

Visitor

151

3.07

1.144

JejuResidence

114

3.01

1.300

Visitor

151

2.59

1.124

JejuResidence

114

3.03

1.265

Visitor

151

2.44

1.187

JejuResidence

114

4.04

1.008

Visitor151

3.79.914JejuResidence

114

4.21.887

Visitor151

4.05.815

JejuResidence

114

4.24.886

Visitor151

4.03.824

JejuResidence

114

4.28.867

Visitor151

4.01.774

JejuResidence

114

4.24.905

Visitor151

4.01.783.001***.000***.009**.000***.000***.000***.000***.000***.005**.000***.032*.135.047*.009**
.032*

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PART 3

Test Result

T-test Results between Jeju Residence and Visitor
Table4. T-test Results between Jeju Residence and Visitor regarding Satisfaction on Jeju Batdam
Landscapetypeno.
meanstandard deviation
p-value
Willing to recommend Jeju Batdam Landscape
Willing to revisit Jeju Batdam Landscape
Overall satisfaction on Jeju Batdam LandscapeJeju Residence

114

4.00.841

Visitor151

3.73.832

Jeju Residence

114

3.89.856

Visitor151

3.77.776

Jeju Residence

114

3.91.815

Visitor151

3.81.812.009**.235.334*p<.05, **p<.01, ***p<.001

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PART 3

Test Result

Reliability Analysis and Factor Analysis

Table5. Reliability and Factor Analysis on Attractiveness of Jeju Batdam and Jeju Batdam LandscapeReliabilityFactor Analysis
FactorMeasurement Item
Factor discretion Eigen Value

Perceived value for

Jeju Batdam

Perceived functions ofJeju Batdam

I think Jeju Batdam is one of Jeju's tourism resources.

.857

I hope Jeju Batdam is recognized in larger global scale.

.849

I believe Jeju Batdam needs to be registered as UNESCO Cultural Landscape.

.845

Jeju Batdam shows farmers success in overcoming given rough environment.

.813

I think Jeju Batdam holds different background from stone fences in other nations.

.805

Rock piles and fence in Batdam landscape show Jeju culture.

.764

Outstanding landscape is offered among farm road, farming area, Batdam and mountain.

.626

Knew Batdam prevent trespasses of cows and cattle previously.841

Knew Batdam softens harsh wind previously.830

Knew Batdam's border line role previously.826

Knew Batdam's prevents soil loss role previously.685

Knew Batdam secures soil temperature previously.673

Satisfaction forvarianceexplanation
power

Cronbach’salpha6.474

30.541

0.912

3.397

53.489

0.920

1.038

72.722

0.845

.840

Perceived promotion on I knew Jeju Batdam Festival previously
Jeju Batdam

Analysis

Knew Batdam is one of FAO GIAHS previously.786

I have seen promotion items of Jeju Batdam.771

Total variance = 72.722%, KMO= .879, Bartlett chi-square test= 2956.161 (df=105, p=.000).922
Willing to recommend Jeju Batdam Landscape
Willing to revisit Jeju Batdam Landscape.956

Overall satisfaction on Jeju Batdam Landscape

.927

2.623

landscape of Jeju

87.4470.928

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PART 3

Test Result

Factor analysis
Table6. Influence of awareness of Jeju Batdam in for the satisfaction level of Jeju Batdam landscape
Dependent variable

Satisfaction for landscapeof Jeju Batdam

Independent variable

Factor calculation

Normal coefficientSignificanceBßprobability

Standard error(Variable)

.004

.043

Perceived value for Jeju Batdam

.700

.044

Perceived functions of Jeju Batdam

.038
.120

Perceived promotion on Jejut.095

.924

.701

16.088.000.044

.038

.880

.380.044.120

2.748.006

BatdamR Square = .507, Fixed R Square = .501, F=89.050***28

PART 3

Test ResultConclusion➢ Negative factors in Attractiveness of Destination Jeju:➢ Residents show more negative awareness for PRICE andCROWDING factors which deduce the attractiveness in general.
➢ Positive factors in Attractiveness of Destination Jeju:➢ Visitors show higher awareness for PRESERVARANCE OF
BUILDINGS, BUILDING CULTURE, HISTORICAL HERITAGES,FOLK CRAFTS, MAINTAINING LIMITED DEVELOPMENT FOR
ENVIRONMENT, GOOD TOURISM INFORMATION SYSTEM,ACCESSIBLE CONVENIENT SOUVENIRS.

29

PART 3Test ResultConclusion➢ 3 Factors on Jeju Batdam Awareness were found:① Value of Jeju Batdam(highest on JB Landscape Value)② Function of Jeju Batdam③ Promotion of Jeju Batdam➢ Jeju Batdam can be a good tourism resource if promotion ofhow Jeju Batdam overcame the barren farming environment
with its cultural background and the harmony within Jeju’s
cultural landscape is delivered.

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PART 4

GIAHS BATDAM’ S
CULTURALLANDSCAPE VALUE

31

PART 4

GIAHS BATDAM’SCULTURALLANDSCAPEVALUE

Cultural Landscape of GIAHS BATDAM• Otto Schluter(Germany) defined a landscape(1908)
Original landscape Landscape that existed before major human induced changes
Cultural landscape Landscape that was created by human culture.

• Carl O. Sauer(Human geographer) defined as “The cultural landscapeis fashioned from a natural landscape by a cultural group”.
① Culture is the agent,② the natural area is the medium,③ the cultural landscape is the result“32Many thanks to you!
The Jeju Batdam Study TeamatJeju RG & E Research Institute