가치, 기후변화 문제지각 및 개인적 책임이 관광객의 친환경 행동에 미치는 영향 = Effects of Value, Problem Awareness and Personal Responsibility of Climate Change on Tourists’ Pro-environmental Behaviors

국문 초록 (Abstract)

본 연구는 기후변화 시대에 직면하여 관광산업 분야의 이산화탄소 배출을 감축하기 위한 관광객의 친환경 행동을 유도할 수 있는 중요한 변인을 밝히고자 시도되었다. 가치, 기후변화에 대한 문제지각과 개인적 책임, 관광환경에서의 친환경 행동 간의 영향관계를 분석하기 위하여 국내 20세 이상의 성인을 모집단으로 1,003부의 국가적 표본을 수집하였다. 연구 결과, 기후변화 문제지각 중에서도 기후변화 위협지각은 친환경 행동을 유도할 수 있는 매우 핵심적인 변수로 나타났다. 친환경 행동에 정의 영향을 미치는 개인적 책임에 기후변화 발생가능성 지각은 영향을 미치지 않았으나, 기후변화 위협지각은 정의 영향을 미쳤으며, 자기중심적 가치와 기후변화 위협 지각은 다소 약하지만 정의 관계가 나타나 자기중심적 가치가 높아지는 경우에도 기후변화 위협지각은 친환경 행동과 연결될 수 있는 매개체적 역할을 하였다. 사람들의 가치는 개인에게 비교적 영구적인 신념으로 쉽게 바뀌지 않는 문제인 반면, 기후변화 이슈와 관련된 소비자들의 지각은 향후 변화될 수 있는 여지가 있기 때문에 관광객의 친환경 행동을 보다 잘 이끌어내기 위해서는 기후변화 문제지각 및 개인적 책임을 강화할 수 있는 마케팅 전략을 세울 필요가 있다.

다국어 초록 (Multilingual Abstract)

According to the rising in concern for climate change, tourist’ pro-environmental behavior is becoming recognized as one of the important issues in tourism industry. The objective of this study is to examine the effects of value, problem awareness and personal responsibility of climate change on tourists’ pro-environmental behaviors. Through a national survey, 1,003 samples were obtained by quota sampling method. The findings suggest that perceived threat toward climate change is the most important variable to induce pro-environmental behaviors of tourists. First, while the perceived climate change probability has no significant effect on personal responsibility, the perceived threat has a positive effect on the personal responsibility. Second, because egoistic value has small positive effect on perceived threat, perceived threat toward climate change is a key variable to lead pro-environmental behavior even when egoistic value is high.

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