관광캠페인에서의 지역주민들의 심리적 역량수준 측정모델개발 -Pure Michigan Campaign을 사례로- = Development of a Scale to Measuring Psychological Empowerment of Local Residents toward Tourism Campaign -Pure Michigan Campaign as a Case-

국문 초록 (Abstract)

지속가능한 관광홍보 및 마케팅을 위해서는 지역주민들의 적극적인 참여가 매우 중요한 요인으로 작용하고 있다. 많은 연구들에서 지역주민들의 관광홍보 및 마케팅에 대한 인식의 정도와 참여를 측정하는 모델들을 제시하고 있다. 그러나 지역주민들이 관광마케팅의 주요 도구인 관광캠페인에 대한 참여에 있어서 심리적 역량을 측정하는 요인에 대한 연구는 미비하였다. 본 연구에서는 관광캠페인의 정책수립에 있어서 지역주민들의 심리적 역량의 수준을 측정할 수 있는 사회정치적 제어능력요인의 관광학에서의 적용방안을 모색하기 위하여 확인적 요인분석을 통하여 측정도구로서의 신뢰성과 타당성을 제시하였다. 확인적 요인분석을 실시한 결과 총 11개의 변수가운데 8개의 변수가 관광학 연구에서 지역주민들의 관광캠페인 정책수립에 있어서의 심리적 역량강화를 측정하는데 유효한 변수로서 향후 연구에서 적용가능성을 입증하였다.

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