농촌지도와개발 (Journal of Agricultural Extension & Community Development)

  • 제30권2호
  • /
  • Pages.83-101
  • /
  • 2023
  • /
  • 1976-3107(pISSN)
  • /
  • 2384-3705(eISSN)
한국농촌지도학회 (Korean Society of Agricultural Extension)
권호 표지
DOI QR코드

DOI QR Code

생태관광객의 지각된 가치가 충성도에 미치는 영향 - 환경친화적 태도의 조절효과 -

Perceived Value Influencing Loyalty in Ecotourist - Moderating Effects of Environmental Friendly Attitude -

  • 정하영 (공주대학교 산업과학대학 지역사회개발학과) ;
  • 박덕병 (공주대학교 산업과학대학 지역사회개발학과)
  • Ha-Young Jeong (Department of Community Development, College of Industrial Science, Kongju National University) ;
  • Duk-Byeong Park (Department of Community Development, College of Industrial Science, Kongju Naitonal University)
  • 투고 : 2023.05.23
  • 심사 : 2023.06.26
  • 발행 : 2023.06.30
PDF 다운로드
⟨ 이전 논문 다음 논문 ⟩

초록

This study aims to examine the moderating effects of environmental friendly attitudes between perceived value and loyalty in ecotourists. A total of 210 valid questionnaires were collected from visitors to Saemangeum and Sihwaho during 7 days. The functional value, social value, and emotional value were identified as dimensions of perceived value from factor analysis. Results from regression analysis revealed that emotional value and social value positively influenced loyalty. Moreover, environmental friendly attitudes were found to moderate the relationship between loyalty and emotional and social values. The findings suggest that policy makers and practitioners consider environmental friendly attitude and perceived values in making ecotourism programs to sustain ecotourism destinations.

키워드

참고문헌

  1. 김경희, & 박덕병. (2013). 농촌관광객의 지역 농특산물 구매 선택속성, 만족, 충성도의 구조관계. 관광학연구, 37(1), 279-301.
  2. 김주현, & 한희섭. (2017). 융합된 문화관광을 위한 뮤지엄 잠재방문객들의 가치와 행동에 관한 연구: 가치-태도행동이론의 확장 및 인지된 가격의 조절효과를 중심으로. 관광학연구, 41(1), 139-158. doi:10.17086/JTS.2017.41.1.139.158
  3. 김진옥, & 김남조. (2013). 오토캠핑 참여자의 동기, 가치, 만족도, 충성도 간의 구조적 관계 분석. 관광연구, 28(5), 45-70.
  4. 김현철, & 정기한. (2018). 생태관광지와 개발관광지의 지각된 가치가 고객만족과 행동의도에 미치는 영향에 대한 비교연구: 통영시 장사도와 거제시 외도를 대상으로. 한국도서연구, 30(2), 23-39. doi:10.26840/JKI.30.2.23
  5. 국토해양부. (2012). 시화호이야기. 세종: 국토해양부. http://shihwaho1.cafe24.com/bbs/board.php?bo_table=infor&wr_id=6
  6. 국토연구원. (2003). 해외 간척사업의 최근 동향. 세종: 국토연구원.
  7. 농촌진흥청. (2022). 국민 10명 3명 농촌관광 가봤다. 전주: 농촌진흥청. https://www.rda.go.kr/board/board.do?mode=view&prgId=day_farmprmninfoEntry&dataNo=100000779010
  8. 박동진, & 손광영. (2004). 관광동기, 이미지, 기대, 만족 및 충성도간의 구조적 관계: 안동지역 방문자를 대상으로. 관광학연구, 28(3), 65-83.
  9. 변수녀, & 최병길. (2007). 관광의 동기, 만족 및 관광지 충성도간의 관계 구조모델: 제주 휴양관광객 대상. 관광레저연구, 19(3), 29-48.
  10. 성보현, & 최영석. (2016). 생태체험의 동기, 지각된 가치, 만족도 및 행동의도 간 영향관계 분석: 생태체험 기반시설에 따른 차이를 중심으로. 관광연구논총, 28(3), 55-78. doi:10.21581/jts.2016.08.28.3.55
  11. 새만금개발청. (2022). 새만금 토지이용 및 기반시설계획. 세종: 새만금개발청. https://saemangeum.go.kr/sda/content.do?key=2009163910358
  12. 새만금환경생태단지 (2023). 새만금환경생태단지 지역사회 공헌 및 협력강화. 전주: 전북지방환경청, 부안: 국립공원공단 새만금환경생태단지관리단. https://www.eariul.go.kr/smgeco/planweb/board/view
  13. 양승필, & 곽영대. (2010). 생태관광의 매력속성, 관광태도, 지각된 가치가 만족도에 미치는 영향 연구. 관광연구, 25(5), 271-290.
  14. 이익수. (2021). 대학생의 생태관광 인식이 행동의도 및 만족도에 미치는 영향. 한국콘텐츠학회논문지, 21(1), 268-276. doi:10.5392/JKCA.2021.21.01.268
  15. 최미선, & 오민재. (2019). 생태관광객의 지각된 가치, 태도, 생태관광 의도 간의 구조적 관계: VAB (Value-Attitude-Behaviour) 모형의 적용. 관광연구저널, 33(1), 157-171. doi:10.21298/IJTHR.2019.1.33.1.157
  16. 최원식, & 이수범. (2012). 친환경 레스토랑의 서비스스케이프가 소비자의 지각된가치, 태도 및 행동의도에 미치는 영향. Culinary Science & Hospitality Research, 18(5), 45-62. doi:10.20878/cshr.2012.18.5.004
  17. 해양수산부. (2022). 시화호 생태문화코스. 세종: 해양수산부. http://shihwaho1.cafe24.com/bbs/content.php?co_id=course
  18. 해양수산부. (2023). 시화호 소개. 세종: 해양수산부. http://shihwaho1.cafe24.com/bbs/board.php?bo_table=compds4&sst=wr_hit&sod=desc&sop=and&page=12
  19. 해양수산부. (2015). 갯벌 자원화 종합계획. 세종: 해양수산부.
  20. 환경부. (2022). 새만금 환경생태단지 관광코스. 세종: 환경부. https://www.me.go.kr/home/web/board/read.do?menuId=10392&boardMasterId=713&boardCategoryId=&boardId=1528960
  21. 황윤성, & 서용모. (2017). 가치-태도-행동모델 (VAB)을 활용한 친환경 소비자의 환경교육의 조절효과 연구. 한국융합학회논문지, 8(7), 273-282. doi:10.31336/jtlr.2019.1.31.1.93
  22. Carrascosa-Lopez, C., Carvache-Franco, M., & Carvache-Franco, W. (2021). Perceived value and its predictive relationship with satisfaction and loyalty in ecotourism: A study in the Posets-Maladeta Natural Park in Spain. Sustainability, 13(14), 1-16. doi:10.3390/su13147860
  23. Carvache-Franco, M., Perez-Orozco, A., Carvache_Franco, O., Viquez-Paniagua, A. G., & Carvache-Franco, W. (2020). The Perceived value in ecotourism related to satisfaction and loyalty: A study from Costa Rica. Geographica Pannonica, 24(3), 221-228. doi:10.5937/gp24-25082
  24. Castellanos-Verdugo, M., Vega-Vazquez, M., Oviedo-Garcia, M. A., & Orgaz-Aguera, F. (2016). The relevance of psychological factors in the ecotourist experience satisfaction through ecotourist site perceived value. Journal of Cleaner Production, 124, 226-235. doi:10.1016/j.jclepro.2016.02.126
  25. Cunningham, R. M. (1956). Brand loyalty-what, where, how much. Harvard Business Review, 34(1), 116-128.
  26. Chiu, Y. T. H., Lee, W. I., & Chen, T. H. (2014). Environmentally responsible behavior in ecotourism: Antecedents and implications. Tourism Management, 40, 321-329. doi:10.1016/j.tourman.2013.06.013
  27. Cheung, M. F., & To, W. M. (2019). An extended model of value-attitude-behavior to explain Chinese consumers' green purchase behavior. Journal of Retailing and Consumer Services, 50, 145-153. doi:10.1016/j.jretconser.2019.04.006
  28. Chi, C. G. Q., & Qu, H. (2008). Examining the structural relationships of destination image, tourist satisfaction and destination loyalty: An integrated approach. Tourism Management, 29(4), 624-636. doi:10.1016/j.tourman.2007.06.007
  29. De Oliveira, A., Santos, G., & Santos Lobo, H. (2021). Environmental attitudes and tourist satisfaction in overloaded natural protected areas. Journal of Travel Research, 60(8), 1667-1676. doi:10.1177/0047287520957419
  30. Dunlap, R. E., Van Liere, K. D., Mertig, A. G., & Jones, R. E. (2000). New trends in measuring environmental attitudes: Measuring endorsement of the new ecological paradigm: A revised NEP scale. Journal of Social Issues, 56(3), 425-442. doi:10.1111/0022-4537.00176
  31. Gounaris, S. P., Tzempelikos, N. A., & Chatzipanagiotou, K. (2007). The relationships of customer-perceived value, satisfaction, loyalty and behavioral intentions. Journal of Relationship Marketing, 6(1), 63-87. doi:10.1300/J366v06n01_05
  32. Gounaris, S., & Stathakopoulos, V. (2004). Antecedents and consequences of brand loyalty: An empirical study. Journal of Brand Management, 11(4), 283-306. doi:10.1057/PALGRAVE.BM.2540174
  33. Hasan, M. K., Abdullah, S. K., Lew, T. Y., & Islam, M. F. (2019). The antecedents of tourist attitudes to revisit and revisit intentions for coastal tourism. International Journal of Culture, Tourism and Hospitality Research, 13(2), 218-234. doi: 10.1108/IJCTHR-11-2018-0151
  34. Hsu, C. H., Cai, L. A., & Li, M. (2010). Expectation, motivation, and attitude: A tourist behavioral model. Journal of Travel Research, 49(3), 282-296. doi:10.1177/0047287509349266
  35. Honkanen, P., Verplanken, B., & Olsen, S. O. (2006). Ethical values and motives driving organic food choice. Journal of Consumer Behaviour: An International Research Review, 5(5), 420-430. doi:10.1102/cb.190
  36. Homer, P. M., & Kahle, L. R. (1988). A structural equation test of the value-attitude-behavior hierarchy. Journal of Personality and Social Psychology, 54(4), 638-646. doi:10.1037/0022-3514.54.4.638
  37. Ha, J., & Jang, S. C. (2010). Perceived values, satisfaction, and behavioral intentions: The role of familiarity in Korean restaurants. International Journal Hospitality Management, 29(1), 2-13. doi:10.1016/J.IJHM.2009.03.009
  38. Kiatkawsin, K., & Han, H. (2017). An alternative interpretation of attitude and extension of the value-attitude-behavior hierarchy: The destination attributes of Chiang Mai, Thailand. Asia Pacific Journal of Tourism Research, 22(5), 481-500. doi:10.1080/10941665.2016.1276466
  39. Kim, K.-H., & Park, D.-B. (2017). Relationships among perceived value, satisfaction, and loyalty: Community-based ecotourism in Korea. Journal of Travel and Tourism Marketing, 34(2), 171-191. doi:10.1080/10548408.2016.1156609
  40. Kais er, F. G., Wolfing, S., & Fuhrer, U. (1999). Environmental attitude and ecological behavior. Journal of Environmental Psychology, 19(1), 1-19. doi:10.1006/jevp.1997.0107
  41. Kerin, R. A., Hartley, S. W., Berkowitz, E. N., & Rudelius, W. (2018). Marketing. New York: McGraw Hill.
  42. Katz, D. (1960). The functional approach to the study of attitudes. Public Opinion Quarterly, 24(2), 163-204. doi:10.1086/266945
  43. Li, L., & Wang, L. Y. (2017). An empirical study on the effect of eco-tourism visitors' environmental attitudes on environmental behavior. Applied Ecology and Environmental Research, 15(2), 91-101. doi: 10.15666/aeer/1502_091101
  44. Liu, J., Zhao, Y., & Jang, S. (2021). Understanding beach tourists' environmentally responsible behaviors: An extended value-attitude-behavior model. Journal of Travel & Tourism Marketing, 38(7), 696-709. doi:10.1080/10548408.2021.1985036
  45. Lu, A. C. C., Gursoy, D., & Del Chiappa, G. (2016). The influence of materialism on ecotourism attitudes and behaviors. Journal of Travel Research, 55(2), 176-189. doi:10.1177/0047287514541005
  46. Leiserowitz, A. A., Kates, R. W., & Parris, T. M. (2006). Sustainability values, attitudes, and behaviors: A review of multinational and global trends. Annual Review of Environmental Resources, 31, 413-444. doi:10.1146/annurev.energy.31.102505.133552
  47. Mengkebayaer, M., Nawas, M. A., & Sajid, M. U. (2022). Eco-destination loyalty: Role of perceived value and experience in framing destination attachment and equity with moderating role of destination memory. Frontiers in Psychology, 13, 908798. doi:10.3389/fpsyg.2022.908798
  48. Milfont, T. L., & Duckitt, J. (2010). The environmental attitudes inventory: A valid and reliable measure to assess the structure of environmental attitudes. Journal of Environmental Psychology, 30(1), 80-94. doi:10.1016/J.JENVP.2009.09.001
  49. Najjarzadeh, M., Jafari, S., Jafari, N., & Rajabi, N. (2018). Tourist behavioral intentions in conservation of environment, environmental knowledge, tourist satisfaction, environmental attitude, perceived benefit. Environmental Education and Sustainable Development, 7(1), 127-142. doi:10.30473/ee.2018.5064
  50. Oliver, R. L. (1997). Satisfaction: A behavioral perspective on the consumer. New York: McGraw Hill.
  51. Pena, A. I. P., Jamilena, D. M. F., & Molina, M. A. R. (2012). The perceived value of the rural tourism stay and its effect on rural tourist behaviour. Journal of Sustainable Tourism, 20(8), 1045-1065. doi:10.1080/09669582.2012.667108
  52. Reitsamer, B. F., Brunner-Sperdin, A., & Stokburger-Sauer, N. E. (2016). Destination attractiveness and destination attachment: The mediating role of tourists' attitude. Tourism Management Perspectives, 19, 93-101. doi:10.1016/j.tmp.2016.05.003
  53. Ren, J., Su, K., Chang, Y., & Wen, Y. (2021). Formation of environmentally friendly tourist behaviors in ecotourism destinations in China. Forests, 12(4), 424. doi:10.3390/f12040424
  54. Shin, Y. H., Moon, H., Jung, S. E., & Severt, K. (2017). The effect of environmental values and attitudes on consumer willingness to pay more for organic menus: A value-attitude-behavior approach. Journal of Hospitality and Tourism Management, 33, 113-121. doi: 10.1016/j.jhtm.2017.10.010
  55. Steg, L., & Vlek, C. (2009). Encouraging pro-environmental behaviour: An integrative review and research agenda. Journal of Environmental Psychology, 29(3), 309-317. doi:10.1016/j.jenvp.2008.10.004
  56. Stratista. (2021). Global ecotourism market size 2027. www.statista.com/statistics/1221034/ecotourism-market-size-global/
  57. Sweeney, J. C., & Soutar, G. N. (2001). Cons umer perceived value: The development of a multiple item scale. Journal of Retailing, 77(2), 203-220. doi:10.1016/S0022-4359(01)00041-0
  58. Sheth, J. N., Newman, B. I., & Gross, B. L. (1991). Why we buy what we buy: A theory of consumption values. Journal of Business Research, 22(2), 159-170. doi:10.1016/0148-2963(91)90050-8
  59. Stern, P. C. (2000). Psychology and the science of human-environment interactions. American Psychologist, 55(5), 523-530. doi:10.1037/0003-066x.55.5.523
  60. Teng, Y. M., Wu, K. S., & Huang, D. M. (2014). The influence of green restaurant decision formation using the VAB model: The effect of environmental concerns upon intent to visit. Sustainability, 6(12), 8736-8755. doi:10.3390/su6128736
  61. Thapa, B. (2010). The mediation effect of outdoor recreation participation on environmental attitude-behavior correspondence. Journal of Environmental Education, 41(3), 133-150. doi:10.1080/00958960903439989
  62. Vaske, J. J., & Donnelly, M. P. (1999). A value-attitude-behavior model predicting wildland preservation voting intentions. Society and Natural Resources, 12(6), 523-537. doi:10.1080/089419299279425
  63. World Health Organization. (2019). UNWTO tourism highlights 2018. doi:10.18111/9789284421152
  64. Zeithaml, V. A., Berry, L. L., & Parasuraman, A. (1996). The behavioral consequences of service quality. Journal of Marketing, 60(2), 31-46. doi: 10.1177/002224299606000203