중국 템플스테이 참가자의 라이프스타일이 템플스테이의 지각된 가치와 행동의도에 미치는 영향 = The Influence of Chinese Temple Stay Participant Lifestyle on the Perceived Value of a Temple Stay and Behavioral Intentions

다국어 초록 (Multilingual Abstract)

Purpose – This study examined the influence relationship between the lifestyle, perceived value, and behavioral intention of Chinese tourists who participated in a temple stay through empirical analysis.
Design/Methodology/Approach – To conduct the study, a survey was administered to participants of temple stays at temples in Hebei Province, China, from August 5 to 16, 2023. Responses from 248 participants were analyzed using regression analysis to test the hypotheses, and the results are as follows.
Findings – Lifestyle, perceived value, and behavioral intention were all found to have significant effects on Chinese temple stay participants. First, among the lifestyle factors, experience, leisure, and self-seeking factors, except for culture-seeking, were found to have a significant effect on emotional value. Next, the experience, leisure, and self-pursuit factors, except for the leisure and self-pursuit factors, showed a significant effect on functional value. Finally, only the culture-seeking factor of lifestyle had a significant impact on social value, while the experience, leisure, and ego-seeking factors had no significant impact.
Research Implications – Based on the results of the analysis, there are several implications for strategies to strengthen and develop the competitiveness of Korean temple stays between China and Korea. First, Korean temples should introduce cultural elements and various programs to satisfy emotional values. Second, developing experiential activity programs such as meditation and yoga will enhance functional value. Third, special temple experience programs should be proposed to meet the culture-seeking lifestyle to enhance the social value and competitiveness of Korean temple culture.