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생애주기별 웰니스관광 체험자의 회복환경지각이 행동의도에 미치는 영향 연구

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Alternative Title
A Study of the Effect on Wellness Tourists' Behavioral Intention by Perceived Restorative Environment during the Life Cycle Stages : Focused on the Extended Model of Goal-directed Behavior
Abstract
This study was conducted for the theoretical approach to wellness tourism, the establishment of an academic system, and the understanding behavior of tourists who experienced wellness tourism. The purpose of this study is 1) to present a theoretical basis for the behavioral process of wellness tourists through an academic approach to wellness tourism and the application of existing behavioral theories, 2) to confirm the behavioral factors and behavioral processes specific to wellness tourism through model expansion, 3) to confirm the differences in tourism behavior by life cycle of wellness tourists through the application of life cycle theory, 4) to analyze the wellness tourism policies based on the research results.
For this research purpose, this study proceeded with a theoretical consideration of major concepts and theories through literature research. Through theoretical consideration of wellness tourism, wellness tourism was operationally defined as 'wellness-pursuing activities in wellness tourist destinations based on personal perception of wellness'. And attitude, subjective norm, positive anticipated emotion, negative anticipated emotion, perceived behavioral control, frequency of past behavior, desire, and behavioral intention were confirmed as components of Model of Goal-directed Behavior(MGB) to be used in this study. In addition, a perceived restorative environment developed based on the attention recovery theory was used to identify the restorative environment in the wellness tourist destination, and the restorative environment perception was operationally defined as 'the restorative environment that can be felt through the wellness tourist destination environment'. Along with this, being away, fascination, compatibility, and legibility were extracted as attribute factors of the perceived restorative environment. Finally, according to the life cycle theory, the life cycle of wellness tourists was divided into adult unmarried over 20 years old, married without children, married with children in preschool or elementary school, married with middle or high school students or adult children, and retirees.
Through these theoretical considerations, research models and hypotheses for empirical analysis were established. And structural equation modeling analysis was used for hypothesis testing, and permutation tests were performed to test differences in path coefficients through pairwise comparison between groups to confirm differences in tourism behavior by life cycle of wellness tourists.
As a result of the empirical analysis, it was confirmed that the wellness tourists' desire was influenced by attitude and positive anticipated emotion, and that behavioral intention was influenced by perceived behavioral control and frequency of past behavior. And in relation to the attribute factors of the perceived restorative environment, it was found that the wellness tourists' desire was influenced by being away and compatibility, and it was confirmed that the behavioral intention was influenced by being away, fascination, and compatibility. In addition, it was found that the wellness tourists' desire had a significant effect on their behavioral intentions.
Looking at the results of the comparative evaluation of E-MGB and MGB, it was confirmed that the case of E-MGB showed higher explanatory power than MGB in the case of the coefficient of determination (R²). And in the case of predictive adequacy (Q²), it was confirmed that E-MGB showed higher predictive power than MGB.
Subsequently, as a result of permutation test to confirm the difference in the behavior model according to the life cycle, a total of 5 pathways with significant differences were identified. These were ‘positive anticipated emotion → desire’, ‘perceived behavioral control → behavioral intention’, ‘compatibility → behavioral intention’, ‘legibility → behavioral intention’, and ‘desire → behavioral intention’. In particular, the groups that showed the greatest difference by stage were married without children and married with preschoolers or elementary school children. These two groups showed a significant difference in the case of the effect of positive anticipated emotion on desire, the effect of compatibility on behavioral intention, and the effect of desire on behavioral intention.
Through empirical analysis, this study confirmed that the decision-making process of wellness tourists can be explained through E-MGB. This is meaningful in confirming that wellness tourism is a type of tourism that can be explained according to systematic behavioral theory. In addition, it was confirmed that the wellness tourists' behavior was better explained through the attribute factors of the perceived restorative environment. This is a result showing that the attribution factor of perceived restorative environment can be understood as a characteristic of wellness tourism. In particular, among the attribute factors of perceived restorative environment, psychological factors such as being away and compatibility were identified as factors explaining the behavioral intentions of wellness tourists, rather than physical factors such as legibility.
Based on these findings, this study presented several implications. First of all, as a theoretical implication, this study theoretically explained the behavior of tourists for wellness tourism through empirical analysis. This theoretical explanation provided a theoretical basis for wellness tourism, which can be seen as one of the objectives of the study, which was to present a theoretical basis for the behavioral process of wellness tourists. This explains the behavioral intention of wellness tourists, which has been studied in various ways, with a behavioral theory called E-MGB. This suggests that it is possible to differentiate from the type of tourism.
Next, in practice, it is necessary to understand that wellness tourists are a group of tourists who need to be subdivided. These subdivisions can be classified based on life cycle, and through this classification, an approach tailored to each group is needed. It is necessary to consider the classification of tourists according to these life cycles when organizing wellness tourism programs or developing wellness tourist destinations. In addition, in tourism promotion activities, it is necessary to think about ways to satisfy the needs of wellness tourists in more diverse ways such as presenting customized programs based on the understanding the decision-making process of subdivided tourists.
Finally, the policy direction for wellness tourism needs to focus on the meaning of wellness. It is necessary to first fully understand wellness to tourists through an accurate understanding of wellness in terms of policies and discovery of wellness concepts suitable for the region. Through this process, the wellness tourism policy should be presented in the direction in which the tourist can choose the wellness tourism that suits him/herself and realize wellness by himself/herself. To this end, it is necessary to nurture wellness experts through policy. It is necessary to nurture experts who have overall expertise in wellness, not just experts who are limited to wellness tourism. And these experts should be allowed to act naturally in the field of wellness tourism.
The theoretical implications, practical implications, and policy implications examined so far are difficult to judge, and are closely related to each other centered in this study. Therefore, when considering all matters related to wellness tourism, such as the promotion of understanding of wellness tourism and the development and vitalization of tourism, it is necessary to look at these implications or perspectives from a comprehensive and organic perspective rather than simply reviewing them individually. The core of wellness is a harmonious state of various constructs, and wellness tourism is to realize this harmonious state through tourism. Even in the approach to wellness tourism, it will be possible to approach the ultimate wellness through the harmony of these various perspectives.
Several limitations appeared in the process of this study, and serious discussion about these limitations is needed. The most basic limitation that can be considered is the limitation of the research subject. This study was conducted targeting tourists from all over the country who experienced wellness tourism in Jeju Island. This was selected according to the researcher's judgment that the most representative wellness tourist destination in Korea is Jeju Island, but it is true that wellness tourism is continuously being revitalized in major tourist destinations in Korea except Jeju Island. Considering these points, it would have been possible to derive more generalized research results if a wider range of research subjects were selected across the country rather than simply limiting the places for experiencing wellness tourism in Jeju Island.
In addition, there are limitations in the classification and application of life cycle stages. The life cycle stage divided into 5 stages is more subdivided and can be divided into a larger number of stages, as can be seen in the theoretical consideration of previous studies. And, especially in modern society where household types are diversified and complicated, consideration of these subdivided life cycles enables a more accurate understanding of tourist groups. In this regard, it is true that the five-stage classification used in this study is insufficient in understanding the various life cycle stages of tourists. Therefore, it can be said that it is necessary to consider more detailed life cycle stages for a more accurate understanding of tourists experiencing wellness tourism.
Considering the direction of future research, there are still many parts to be understood about wellness tourism. However, based on previous studies, various studies to be conducted in the future will continue to broaden the understanding of wellness tourism. And it is hoped that this study and the research on wellness tourism, which has steadily progressed through preceding studies, can contribute to deepening the understanding of wellness tourism.
Author(s)
정헌규
Issued Date
2023
Awarded Date
2023-02
Type
Dissertation
URI
https://dcoll.jejunu.ac.kr/common/orgView/000000011083
Alternative Author(s)
Jeong Heonkyu
Affiliation
제주대학교 대학원
Department
대학원 관광개발학전공
Advisor
최용복
Table Of Contents
제1장 서론 1
제1절 연구 배경 1
제2절 연구 목적 6
제3절 연구 방법 및 구성 8
1. 연구 방법 및 범위 8
2. 연구 구성 9

제2장 이론적 배경 10
제1절 웰니스관광 10
1. 웰니스 10
2. 웰니스관광 15
3. 웰니스관광 연구 동향 19
제2절 회복환경지각 24
1. 주의회복이론 24
2. 회복환경지각 27
3. 주의회복이론 관련 연구 동향 30
제3절 확장된 목표지향적 행동모델(E-MGB) 36
1. 행동이론 36
2. 목표지향적 행동모델 43
3. 확장된 목표지향적 행동모델 54
4. 확장된 목표지향적 행동모델 관련 연구 동향 55
제4절 생애주기 64
1. 생애주기이론 64
2. 생애주기 단계 구분 65
제5절 시사점 74


제3장 연구 방법 77
제1절 연구 모형 및 가설 설정 77
1. 연구 모형 77
2. 가설 설정 80
제2절 조사 설계 및 분석 방법 89
1. 조사 설계 89
2. 측정척도 90
3. 설문지 구성 95
4. 분석 방법 97

제4장 실증 분석 98
제1절 표본의 특성 98
1. 인구통계학적 특성 98
2. 웰니스관광 참여 특성 100
제2절 측정척도 평가 101
1. 목표지향적 행도모델 구성요인 102
2. 회복환경지각 속성요인 104
제3절 측정모형 평가 106
1. 확인적 요인분석 106
2. 구조모델 적합도 분석 110
제4절 가설 검정 113
1. 가설 검정 113
2. 매개효과 분석 125
3. 목표지향적 행동모델과 확장된 목표지향적 행동모델 비교 127
제5절 요약 및 시사점 131 1. 요약 131
2. 시사점 134



제5장 연구 모형의 생애주기별 적용 136
제1절 생애주기 단계 136
제2절 생애주기별 연구 모형 비교분석 139
제3절 요약 및 시사점 148
1. 요약 148
2. 시사점 150

제6장 결론 152
제1절 연구결과의 요약 152
제2절 연구의 의의와 시사점 157
1. 연구의 의의 157
2. 시사점 158
제3절 연구의 한계와 향후 연구의 방향 163

참고문헌 165
설문지 192
Abstract 197
Degree
Doctor
Publisher
제주대학교 대학원
Citation
정헌규. (2023). 생애주기별 웰니스관광 체험자의 회복환경지각이 행동의도에 미치는 영향 연구.
Appears in Collections:
Faculty of Data Science for Sustainable Growth > Tourism Development
공개 및 라이선스
  • 공개 구분공개
  • 엠바고2023-02-17
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