세계문화유산 관광지 관광동기와 행동의도에 관한 연구에서 지각된 가치의 매개효과: 중국 쑤저우 고전원림 중심으로 = Mediating Effect of Perceived Values in a Study on Motivation and Behavioral Intentions for World Heritage Site Tourism: Focusing on the Classical Gardens of Suzhou, China

국문 초록 (Abstract)

유네스코가 지정한 세계유산은 탁월한 보편적 가치를 지닌 문화자원과 자연자원으로 구성되어 있고, 인류 모두의 소중한 자산이다. 세계문화유산으로 지정된 관광자원은 풍부한 문화콘텐츠를 갖추고 있어 여행자에게 학습의 장을 마련하여 역사 문화, 고대문명을 더욱 깊이 이해할 수 있게 한다.
구성요소로 비추어 볼 때 문화유산자원관광은 이미 중국 내 관광 시장에서 유행하는 관광 형태가 되었다. 본 연구에서는 중국 쑤저우 고전원림에 대해 연구할 것인데, 쑤저우 고전원림은 중국 전통문화의 예술적 보배로 중국 문화에 없어서는 안 될 부분이며 세계문화유산 중 하나이다. 그에 비해 쑤저우 고전원림 관광지에 대한 학술적 연구가 미흡한 실정이기에 기존 연구들과 차별성을 나타낼 것으로 판단된다.
본 연구에서는 이론적 고찰을 통해 세계문화유산 관광지 관광동기, 지각된 가치, 행동의도에 대해 개념을 정립하고 구성요소들을 파악한다.
첫째, 선행연구를 통해 세계문화유산 관광동기, 지각된 가치, 행동의도의 세부 구성요인들을 파악한다.
둘째, 세계문화유산 관광지 관광동기가 지각된 가치에 어떠한 영향을 미치는지를 파악하기 위해 관광동기와 지각된 가치 간의 관계를 규명하고자 한다.
셋째, 세계문화유산 관광지 관광동기가 행동의도에 어떠한 영향을 미치는지를 파악하기 위해 관광동기와 행동의도 간의 관계를 규명하고자 한다.
넷째, 세계문화유산 관광지 관광동기와 행동의도의 영향 관계에서 지각된 가치가 매개 역할을 규명하고자 한다.
마지막으로, 주요 연구 결과를 바탕으로 세계문화유산 관광지 관광에 대한 이론적 시사점을 도출하고 미래 전략산업으로써 세계 문화유산 관광을 활성화하고자 하는 향후 쑤저우 고전원림 관광에 대한 행동 의도를 높이기 위해 실무적 시사점을 제공함으로써 세계 문화유산 관광 목적지로써 경쟁력을 높이는 데 기여함을 목적으로 한다.
본 연구에서는 위와 같은 연구목적을 달성하고자 문헌을 고찰하고 실증적 인 연구 방법을 병행하여 연구를 진행하였다. 기존의 선행논문을 바탕으로 연구과제를 설정하고 쑤저우 고전원림을 방문한 관광객들에게 관광동기, 지각된 가치, 행동의도 등을 이론적 자료를 통해 정리하였고, 설문조사를 통하여 수집된 자료를 분석하였다. 본 연구의 연구범위는 다음과 같다. 실증적 연구는 앞서 개발한 설문지를 이용하였고, 설문조사는 온라인 조사로 진행되었으며, 중국 쑤저우 고전원림 관광 경험이 있는 관광객을 대상으로 한정하여 실시하였고, 2022년 3월 23일부터 2022년 4월 5일까지 14일 동안 조사가 이루어졌다. 총 506부를 회수하였으며, 최종 384부를 분석에 활용하였다. 그리고 실제 설문조사를 바탕으로 수집된 표본들을 대상으로 하여 연구목적에 알맞은 결과를 도출하기 위하여 SPSS 26.0을 이용하여, 빈도 분석, 신뢰도 분석, 확인적 요인분석, 상관분석, 회귀분석을 통해 실증 분석하였으며 매개 회귀분석 검증을 위해 위계적-회귀분석을 실시하였다.
설문 분석결과 도출된 주요 결과들은 다음과 같이 나타났다. 가설 1의 검증결과를 보면 세계문화유산 관광지 관광동기 4개 요인(지적/호기심 동기, 사교 동기, 일상 탈출 동기, 야외활동 동기) 이 지각된 가치에 유의한 영향을 미치는 것으로 나타났다. 이는 관광동기에 대한 지각된 가치를 높이기 위해서는 관광동기가 중요한 요인임을 말해준다. 가설 2를 살펴보면 세계문화유산 관광지 관광동기는 행동의도에 유의한 정(+)의 영향이 있는 것으로 나타났다. 그러나 관광동기 요인 중 사교 동기는 행동의도에 영향을 미치지 않는다. 가설 3을 살펴보면 세계문화유산 관광지 관광동기가 지각된 가치를 통해 행동의도에 미치는 영향에 대한 회귀분석을 수행한 결과, 세계문화유산 관광동기의 하위 요인 (지적/호기심 동기, 일상 탈출 동기, 야외활동 동기)이 지각된 가치의 하위 요인(효용적 가치, 쾌락적 가치) 의 매개효과를 통해 행동의도에 영향을 미치는 것으로 나타났다.
연구결과 이론적으로 세계문화유산 관광지 관광동기가 지각된 가치와 행동의도에 미치는 영향을 밝혔고, 실무적으로 마케팅 전략 수립 시 세계문화유산 관광동기를 중요하게 고려하여 행동의도를 높이는 전략수립과 관련한 시사점을 제시하였다.

다국어 초록 (Multilingual Abstract)

World Heritage designated by UNESCO consists of cultural and natural resources of outstanding universal value, and is a valuable asset for all mankind. Tourism resources designated as World Heritage Sites are equipped with rich cultural contents, providing a place for travelers to learn and deepen their understanding of history and culture and ancient civilizations.
In terms of components, cultural heritage resource tourism has already become a popular form of tourism in China's tourism market. In this study, we will study Suzhou Classical Garden Forest in China, which is an artistic treasure of traditional Chinese culture, an indispensable part of Chinese culture, and one of the World Heritage Sites. On the other hand, it is judged that it will show differentiation from existing studies because academic research on the Suzhou Classical Gardens tourist destination is insufficient.
In this study, the concept of tourism motives, perceived values, and behavioral intentions of World Cultural Heritage sites are established through theoretical considerations and components are identified.
First, through prior research, detailed components of World Heritage tourism motives, perceived values, and behavioral intentions are identified.
Second, the relationship between tourism motivation and perceived value is to be investigated in order to understand how the tourism motive for World Heritage Sites affects the perceived value.
Third, the relationship between tourism motives and behavioral intentions is to be investigated in order to understand how motives for tourism at World Heritage Sites affect behavioral intentions.
Fourth, the mediating role of perceived value in the relationship between tourism motives and behavioral intentions at World Heritage Sites is to be investigated.
Finally, based on the main research results, we draw theoretical implications for world heritage tourism tourism and provide practical implications to increase the action intention for future Suzhou classical garden tourism to revitalize world heritage tourism as a future strategic industry. It aims to contribute to enhancing competitiveness as a world heritage tourism destination.
In this study, the literature was reviewed and empirical research methods were conducted in parallel to achieve the above research objectives. The research task was set based on the previous papers, and the tourist motives, perceived values, and behavioral intentions of the tourists who visited Suzhou Classical Garden were organized through theoretical data, and the data collected through the survey were analyzed. The scope of this study is as follows. The empirical study used the previously developed questionnaire, and the survey was conducted as an online survey. The investigation was conducted for 14 days. A total of 506 copies were recovered, and the final 384 copies were used for analysis. In addition, using SPSS 26.0, empirical analysis was conducted through frequency analysis, reliability analysis, confirmatory factor analysis, correlation analysis, and regression analysis to derive results suitable for the purpose of the study by targeting the samples collected based on the actual survey. Hierarchical-regression analysis was performed to verify each regression analysis.
The main results derived from the survey analysis were as follows. According to the verification result of hypothesis 1, it was found that the four factors (intellectual/curiosity motive, social motive, daily escape motive, outdoor activity motive) had a significant effect on the perceived value of tourism motives for World Heritage sites. This suggests that tourism motivation is an important factor to increase the perceived value of tourism motivation. Looking at Hypothesis 2, it was found that the motivation for tourism to World Heritage Sites had a significant positive (+) effect on behavioral intentions. However, among tourism motive factors, social motive did not affect behavior intention. Looking at hypothesis 3, as a result of performing a regression analysis on the effect of World Heritage tourism motives on behavioral intentions through perceived values, sub-factors (intellectual/curiosity motives, daily escape motives, outdoor activity motive) was found to affect behavior intention through the mediating effect of sub-factors of perceived value (utilitarian value, hedonistic value).
As a result of the study, theoretically, the influence of World Heritage tourism motives on perceived values ​​and behavioral intentions was clarified. In practice, the implications for the establishment of strategies to increase behavioral intentions by considering World Cultural Heritage tourism motives as important when establishing marketing strategies.

목차 (Table of Contents)

• 목 차
• 제 1 장 서론 ·························································································· 1
• 제 1 절 연구배경 및 연구목적 ································································1
• 1. 연구배경 ·······································································································1
• 2. 연구목적 ·······································································································5
• 제 2 절 연구방법 및 논문의 구성 ··························································6
• 1. 연구방법 ·······································································································6
• 2. 논문의 구성 ·································································································6
• 제 2 장 이론적 배경 ············································································· 9
• 제 1 절 쑤저우(蘇州) 고전원림(古典園林) ············································9
• 제 2 절 세계문화유산 관광지 관광동기 ··············································11
• 1. 세계문화유산 관광지 관광동기의 개념 ················································11
• 2. 세계문화유산 관광지 관광동기의 구성요소 ········································16
• 3. 세계문화유산 관광지 관광동기의 선행연구 ········································18
• 제 3 절 지각된 가치 ···············································································19
• 1. 지각된 가치의 개념 ·················································································19
• 2. 지각된 가치의 구성요소 ·········································································22
• 3. 지각된 가치의 선행연구 ·········································································23
• 제 4 절 행동의도 ·····················································································25
• 1. 행동의도의 개념 ·······················································································25
• 2. 행동의도의 선행연구 ···············································································27
• 제 3 장 연구 설계 ··············································································29
• 제 1 절 연구모형 및 가설 설정 ···························································29
• 1. 연구모형 ·····································································································29
• 2. 연구가설 설정 ···························································································30
• 제 2 절 변수의 조작적 정의 및 설문지 구성 ····································34
• 1. 변수의 조작적 정의 ·················································································34
• 2. 설문지 구성 ·······························································································36
• 제 3 절 자료수집 및 분석방법 ·····························································38
• 1. 자료수집 ·····································································································38
• 2. 분석방법 ·····································································································38
• 제 4 장 실증분석 ················································································39
• 제 1 절 인구통계학적 특성 ···································································39
• 제 2 절 신뢰성 및 타당성 검정 ···························································41
• 1. 신뢰성 검정 ·······························································································41
• 2. 타당성 검정 ·······························································································45
• 제 3 절 상관관계 분석 ···········································································49
• 제 4 절 가설 검정 ···················································································51
• 1. 가설 1의 검정: 세계문화유산 관광지 관광동기가 지각된 가치에 미치는 영향 51
• 2. 가설 2의 검정: 세계문화유산 관광지 관광동기가 행동의도에 미치는영향 54
• 3. 가설 3의 검정: 세계문화유산 관광지 관광 동기와 행동 의도 관계에서 지각 된 가치의 매개효과 검정 55
• 4. 가설 검증 결과의 요약정리 ···································································64
• 제 5 장 결론 ························································································67
• 제 1 절 연구결과 요약 및 시사점 ························································67
• 1. 연구결과의 요약 ·······················································································67
• 2. 연구의 시사점 ···························································································69
• 제 2 절 연구의 한계점 및 향후 연구방향 ··········································72
• ※ 참고문헌 ·····································································································73
• ※ 설문지 ·········································································································82
• ※ ABSTRACT ·······························································································90