학술논문
생태관광동기와 경험가치가 관광태도와 재방문의도에 미치는 영향에 관한 연구 / A Study on the Effect of Ecotourism Motivation and Experience Value on Tourism Attitude and Revisit Intention
Document Type
Dissertation/ Thesis
Source
Subject
Language
Korean
Abstract
전 세계적으로 환경오염과 공해의 문제가 주요 사회적 이슈로 등장함에 따라 관광산업에 있어서도 기존의 대중관광을 탈피한 자연관광·녹색관광·지속가능한 관광·생태관광 등 환경문제를 고려한 관광 형태가 나타나기 시작하였다. 그 중에서 생태관광은 전통적인 관광의 환경 및 사회문화적인 부작용을 최소화한다는 측면에서 지속 가능한 관광개발의 대표적 유형으로 주목받고 있다. 또한 최근 한국에서는 생태관광 10대 모델지지정과 전라북도 1시군 1생태관광지 등의 녹색생태, 관광자원 개발 사업들이 추진되고 있으며 자연생태 지역이 관광자원으로서의 중요성이 대두되고 있다.생태관광 분야의 관심 증가와 발달에 따라 관련 연구 또한 증가하고있다. 그러나 관광객의 관광행동의사 결정에 중요한 생태관광동기에 대한연구는 상당히 부족한 실정이다. 이러한 생태관광을 효과적으로 활성화시키기 위해서는 관광객들의 내면적인 심리적 차원의 관광동기를 파악하는것은 관광활동을 예측하고 미래행동을 예측할 수 있는 매우 중요한 일련의 과정이다.따라서 본 연구에서는 생태관광객들의 의사결정과정에 영향을 미치는생태관광 동기와 그들이 경험하는 가치에 따라 관광 태도와 행동의도에어떠한 영향을 미치는지에 대해 파악해보고자 한다. 본 연구의 목적을 달성하기 위하여 먼저 문헌 연구를 통해서 생태관광동기, 경험가치, 관광태도, 재방문 의도에 대한 개념을 이론적으로 고찰한 다음에 통계프로그램은 SPSS 26.0과 AMOS 23.0을 이용하여 실증적 연구하였다.연구한 결과는 생태관광의 동기 중 지적/미적추구 동기를 가진 고객이긍정적인 경험가치와 긍정적인 관광태도를 거쳐 재방문 의도가 가장 높게 나타났으며, 그 다음이 도전/자아실현 동기, 활동 동기 순으로 나타났다. 그러므로 생태관광지의 재방문 의도를 높이기 위해서는 생태관광의동기를 높게 갖게 하여 긍정적인 경험가치를 갖게 하고 이것이 다시 긍정적인 관광태도를 갖게 하여 궁극적으로 재방문 의도를 높일 수 있다는것이다. 따라서 생태관광지의 재방문 의도를 높이기 위해서는 생태관광동기를 높이고 노력이 필요하다고 하겠다.
As environmental pollution and pollution are emerging as major socialissues around the world, tourism forms that consider environmentalissues such as nature tourism, green tourism, sustainable tourism, andeco-tourism that break away from conventional mass tourism arechanging. Among them, ecotourism is attracting attention as arepresentative type of sustainable tourism development in terms ofminimizing the environmental and social and cultural side effects oftraditional tourism. Also, recently in Korea, it has been designated as oneof the top 10 ecotourism models and 1 city, county 1, Jeollabuk-do.Green ecology and tourism resource development projects such asecotourism sites are being promoted, and the importance of naturalecoregions as tourism resources is emerging.As interest in ecotourism grows and develops, related research is alsoincreasing. However, studies on ecotourism motives, which are importantfor tourists' decision-making on tourism behavior, are quite lacking(Hyeon-Chul Kim, 2015). In order to effectively activate eco-tourism, it isa very important series of processes that can predict tourism activitiesand predict future behaviors to identify tourists' inner psychological levelof tourism motives.Therefore, in this study, the ecotourism motives that affect thedecision-making process of ecotourists and the values they experiencehave an effect on tourism attitudes and behavioral intentions. In order toachieve the purpose of this study, the concepts of ecotourism motive,experience value, tourism attitude, and revisit intention were theoreticallyconsidered through literature study first, and then the statistical programwas empirically studied using SPSS 26.0 and AMOS 23.0.As a result of the study, among the motives of ecotourism, customerswith intellectual/aesthetic pursuits had the highest intention to revisitthrough positive experience values and positive tourism attitudes, followedby challenge/self-actualization motives and activity motives. appeared inorder. Therefore, in order to increase the intention of revisitingecotourism sites, the motivation for ecotourism is high, which can lead topositive experience values, which in turn can lead to a positive tourismattitude and ultimately increase the intention to revisit. Therefore, inorder to increase the intention of revisiting ecotourism sites, it isnecessary to increase the motivation for ecotourism and make efforts.
As environmental pollution and pollution are emerging as major socialissues around the world, tourism forms that consider environmentalissues such as nature tourism, green tourism, sustainable tourism, andeco-tourism that break away from conventional mass tourism arechanging. Among them, ecotourism is attracting attention as arepresentative type of sustainable tourism development in terms ofminimizing the environmental and social and cultural side effects oftraditional tourism. Also, recently in Korea, it has been designated as oneof the top 10 ecotourism models and 1 city, county 1, Jeollabuk-do.Green ecology and tourism resource development projects such asecotourism sites are being promoted, and the importance of naturalecoregions as tourism resources is emerging.As interest in ecotourism grows and develops, related research is alsoincreasing. However, studies on ecotourism motives, which are importantfor tourists' decision-making on tourism behavior, are quite lacking(Hyeon-Chul Kim, 2015). In order to effectively activate eco-tourism, it isa very important series of processes that can predict tourism activitiesand predict future behaviors to identify tourists' inner psychological levelof tourism motives.Therefore, in this study, the ecotourism motives that affect thedecision-making process of ecotourists and the values they experiencehave an effect on tourism attitudes and behavioral intentions. In order toachieve the purpose of this study, the concepts of ecotourism motive,experience value, tourism attitude, and revisit intention were theoreticallyconsidered through literature study first, and then the statistical programwas empirically studied using SPSS 26.0 and AMOS 23.0.As a result of the study, among the motives of ecotourism, customerswith intellectual/aesthetic pursuits had the highest intention to revisitthrough positive experience values and positive tourism attitudes, followedby challenge/self-actualization motives and activity motives. appeared inorder. Therefore, in order to increase the intention of revisitingecotourism sites, the motivation for ecotourism is high, which can lead topositive experience values, which in turn can lead to a positive tourismattitude and ultimately increase the intention to revisit. Therefore, inorder to increase the intention of revisiting ecotourism sites, it isnecessary to increase the motivation for ecotourism and make efforts.