캠핑 관광자의 캠핑(Camping)지 선택속성이 정서적 반응과 행동 의도에 미치는 영향 : 성별 차이의 조절효과를 중심으로 = Effect of Camping Tourists’ Site Choice Attributes on their Emotional Responses and Behavioral Intention: Moderating Effect of Gender Differences

다국어 초록 (Multilingual Abstract)

The global pandemic has led to a ban on tourism activities between countries. Personal experiential camping has become a popular tourism activity after the COVID-19 pandemic. This study investigated the impacts of campers’ overall image of a camping destination on their perceived place attachment, place identity, and their intentions to revisit. Gender was proposed as a moderating variable in this study. An online survey was conducted with individuals who experienced camping from January to December 2020. The results showed that campers’ perception of amenities and safety significantly affected their camping destination's overall image. In addition, overall image that the campers had made a positive (+) effect on their place attachment and identity. In regards to moderating effect of gender, the results did not show a significant difference between men and women in terms of forming overall camping destination image. However, the invariance model results showed that, for women, amenities and safety perception were essential factors in the formation of a camping site's overall image. This study suggests that camping destination managers should expand amenities and safety facilities to help form a positive image of the destination. Moreover, they should induce camping tourists' intentions to revisit based on their camping place attachment and identity.

국문 초록 (Abstract)

세계적 팬데믹 상황으로 인해 국가 간의 관광이 금지되고, 국민의 관광이 제약을 받게 됨에 따라 그동안 경험하지 못한 새로운 형태의 관광이 등장하기 시작하였다. 코로나 19 이후 국민의 전염병에 대한 우려는 비대면의, 개인 체험형 관광이 새로운 트렌드로 자리 잡았으며, 캠핑이 전염병 이후의 관광형태와 부합하는 특성으로 인기 있는 관광활동이 되어 가고 있다. 이 연구는 캠핑지를 방문한 관광자의 경험을 토대로 그들이 지각하는 캠핑지의 전반적 이미지가 장소 애착과 장소 정체성에 미치는 영향을 검증하고자 하였으며, 장소 애착과 정체성을 토대로 캠핑지를 재방문하고자 하는 의지를 검증해 보고자 하였다. 조절변수로는 성별 간의 차이를 제시하여 그 유의성을 검증해 보았다. 이 연구의 설문 대상은 2020년 1월부터 12월까지 캠핑을 경험한 관광자를 대상으로 하였으며, 온라인 설문을 통해 2021년 1월 11일부터 1월 17일까지 일주일간 진행하였다. 분석결과 캠핑 관광자들의 캠핑지 편의시설과 안전에 대한 인식이 캠핑지의 전반적인 이미지 형성에 유의한 영향을 미치는 요인으로 나타났으며, 캠핑관광자들의 캠핑지에 대한 전반적 이미지는 캠핑 관광자들의 장소 애착과 정체성에 유의한 정(+)의 영향을 미쳤다. 캠핑 관광객들의 장소 애착과 정체성은 재방문 의도에 유의한 영향을 미쳤으며, 캠핑 관광자들의 캠핑지 이미지 형성요인에 대한 성별의 조절 효과 검증에서는 성별 차이에 따른 유의성이 검증되지 않았다. 하지만 성별에 따른 캠핑지 선택속성이 캠핑지 이미지 형성에 미치는 영향에 있어 남성은 유의한 영향이 없었으며, 여성은 캠핑지 편의시설과 안전인식이 캠핑지 이미지 형성에 주요 변수로 나타났다. 이 연구를 통해 캠핑지의 편의시설 및 안전시설의 확충을 통해 긍정적 이미지를 형성하고, 캠핑 관광자의 장소 애착과 정체성을 토대로 충성 고객의 확보와 재방문을 끌어내야 한다는 시사점을 제시하였다.

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