A Study on the Influence Differences of the Awareness and Attitude toward Climate Change on Satisfaction and Behavioral Intention - Focused on the Comparison Between the Korean and Chinese Tourists-

관광객의 기후변화에 대한 인식과 태도가 만족도와 행동의도에 미치는 영향력 차이에 관한 연구 - 중국인과 한국인 관광객 비교를 중심으로 -

  • Ahn, Sung-Sik (Department of Foodservice & Culinary Management, Kyung Hee Cyber University) ;
  • Hwang, Jung (Institute of trade research, Kyung Hee University) ;
  • Hwang, Yun-Seop (Department of International Trade and Business, Kyung Hee University)
  • 안성식 (경희사이버대학교 외식조리경영학과) ;
  • 황정 (경희대학교 정경대학 무역연구소) ;
  • 황윤섭 (경희대학교 정경대학 무역학과)
  • Received : 2017.05.15
  • Accepted : 2017.06.21
  • Published : 2017.06.30

Abstract

Tourist industry has many sensitive issues with climate change and is worthy of study from an aspect that it could provide new opportunities and threats from the low-carbon - green- growth point of view. To study how the change of awareness and attitude of the customers due to climate change affects the tourism demand and tourism choices is very important. Even at present, the effect is ongoing. In this paper, diverse needs and changes of tourists, who are the subjects of tourism activities, have been grasped through the examination of psychological characteristics according to climate change after defining the influencing relations of tourism experience, tourism value, tourism risk factors, satisfaction, and behavioral intention, affected by awareness of climate change and their attitude toward it. Through this, the implications that are necessary for establishing marketing strategies could be provided. The results of this present paper are as follows: First, it was shown that awareness of climate change did not affect tourism risk factors while it had a significant influence on tourism experience and tourism value. Secondly, it was revealed that the Chinese tourists generally influenced more greatly than the Koreans. Thirdly, it was shown that the attitude toward climate change did not affect tourism value while it influenced significantly on tourism experience and tourism risk factors. Fourthly, it was revealed that tourism risk factors did not affect tourism satisfaction while tourism experience and tourism value had a significant influence on tourist satisfaction. Fifthly and last, it was shown that tourism experience, tourism value, and tourism risk factors did not influence behavioral intention respectively.

Acknowledgement

Supported by : 한국연구재단