제주지역 밀레니얼 세대의 지역애착심, 관광인식 및 관광객에 대한 태도에 관한 연구

Abstract

Community residents are an important marketing element in tourist destinations. s the number of FIT(Free Independent tourist) has been surging recently because of the COVID-19, It is increasing the anxiety of local residents and decreasing the quality of life. This paper would like to examine the relation between community attachment, tourism awareness and attitude toward tourists particularly among jeju residents in their Millennial Generation who are influenced by tourism economically, socioculturally and environmentally and are suffering from economic crises and job losses.

The detailed objectives are as follows:

First, based on pilot study, This paper is hypothesize what causal relationship there is between tourism awareness and attitude toward tourists based on local affection and extract valid measurement variables of independent and dependent variables on local affection, tourism awareness, and attitudes toward tourists. Second, This paper is taken samples of jeju residents in their millennia and conduct an empirical analysis on the impact relation of research variables. And then This paper would like to present the theoretical results of hypothesis test and practical implications through the analysis of the results of relation of local affection, tourist awareness and attitude towards tourists among jeju residents in their millennia

Third, This paper would like to identify the characteristics of Jeju residents in Millennial Generation and present current problems and policy implications for Jeju tourism by checking whether there are differences in tourism awareness and attitudes toward tourists based on the local affection of Jeju residents in Millennial Generation

The results of this study are as follows. This paper was distributed the questionnaire to 330 people in total for about three weeks, and The final 329 valid samples were analyzed and utilized except for one insincere questionnaire.

First, it can be concluded that Jeju residents in their millennia are more likely to raise positive and negative perceptions of tourism if their identity and social relationship are higher in their relation with local affection and tourism awareness.

Second, tourism awareness has all been proven to affect attitudes toward tourists. The higher the positive perception of tourism, the more positive the attitude toward attracting tourism, and the higher the negative perception of tourism, the more negative the attitude toward attracting tourism.

Third, Hypothesis 3 was divided into groups of high and low groups according to the levels of factor in community attachment and analyzed tourist awareness and attitudes toward tourists. For each factor, the analysis was divided into high groups if the value is above average and low groups if it is below average, and the results are as follows. Identity is the highest level of local affection. Identity is emotional attachment, personal attachment. Jeju youth in Millennial Generation have the characteristics of placing Jeju important in their lives, and it has been proven that the higher the identity of the community, the higher the positive and negative perception of tourism, and the higher the perception of attitudes toward tourists. The following is Social Frendship One of Jeju's socializing cultures, so-called Gwaengdang culture, also appeared among young people in their millennia Although There was no difference in attitudes toward tourists depending on the level of social fellowship, It was derived that in people in their millennia, the higher the degree of social ties the higher the positive and negative perception of tourism. Dependency is the lowest factor. Dependency is a regional affection for Jeju in terms of livelihood and means. It was shown that Jeju was considered emotional and social ties rather than livelihood and means, indicating that the characteristics of people in their millennia were also statistically shown. It was derived that the more dependent the group, the higher the positive perception of tourism.

The limitations of this study are as follows. First, There is a limit to the fact that this research was conducted to identify the local affection, tourism awareness, and attitudes toward tourists in Millennial Generation who are responsible for Jeju in the present and future. To compensate for this, it is necessary to secure samples of economically active people aged between 15 and 65 to confirm the relationship between tourism awareness and attitude toward tourists based on community attachment

Second, This study is limited in that it did not differentiate between tourism workers and non-tourism workers by job classification. It suggest the need to identify tourism workers in their millennia in Jeju and check whether local affection, tourism awareness and attitudes toward tourists differ between those in the tourism and non-tourism industries to see if there is an impact.