여행지 인게이지먼트의 영향요인에 대한 연구: 동기이론을 근거로

유재원,최재영 대한경영학회 2019 大韓經營學會誌 Vol.32 No.12

최근 마케팅이나 관광학 연구 분야에서 가장 주목받고 있는 연구 주제로 고객 인게이지먼트가 있다. 특히고객 인게이지먼트 개념은 관광분야에 더욱 적절히 적용할 수 있다. 여행 산업에서 경쟁력을 확보하기 위한가장 중요한 수단으로 독특하고 기억할 만한 여행경험을 여행자에게 제공하는 것이 매우 중요하고, 이는 서비스제공자뿐만 아니라 여행자의 참여와 그들 경험과의 연계성으로 인해 가능하기 때문이다. 하지만 여행자들이경험할 수 있는 다양한 여행상의 인게이지먼트에 대한 분류 및 정의가 아직까지 제한적이며, 특히 이러한인게이지먼트를 유발시킬 수 있는 외부적 환경요인 및 여행자의 심리적 반응에 대한 연구는 부족한 실정이었다.따라서 본 연구에서는 먼저 여행지에서 고객들이 제시하는 긍정적 인게이지먼트에 대하여 정의하고, 이를바탕으로 인게이지먼트가 어떻게 발생할 수 있는가를 파악하기 위하여 동기이론에 근거하여 동기를 유발시킬수 있는 환경요인을 촉진요인과 유인요인으로 구분하여 제시하고, 이 요인들이 여행자의 휴식적 동기 및 사회화동기에 미치는 차별적인 영향을 파악하고자 하였다. 또 이런 동기 요인들이 여행자의 지속적 여행관여도에어떠한 영향을 미치는가를 검증하고자 하였다. 마지막으로 여행지 인게이지먼트에 다양한 동기의 직접적 효과및 지속적 여행관여도를 통한 간접적 효과를 검증하였다. 이를 위하여 본 연구에서는 서울 소재 대학 및 대학원(특수 대학원 포함)에 재학 중인 학생들을 대상으로 설문조사를 실시하였고, 이를 바탕으로 제시된 가설의관계를 검증하였다.본 연구 결과는 각기 다른 형태의 동기가 여행자의 심리적 과정을 통해 여행지의 인게이지먼트에 어떻게영향을 미치는가를 보여주고 있다. 따라서 관리자들은 여행자들의 여행에 대한 인게이지먼트를 고취시키기위하여 개인의 사회화, 휴식적 동기뿐만 아니라 지속적인 여행관여 또한 중요한 영향요인이라는 점을 고려해야할 것이다. Recently, one of the interesting research topics in the field of marketing and tourism researchinclude customer engagement. Especially, in the field of tourism, the concept of customer engagementcan be applied more appropriately, which provides the unique and memorable travel experience whichis more important to travelers as a means to secure competitive advantage in the travel industry.However, the study of tourist engagement has some issues such as the clear definitionand explicit classification of various travel engagements that travelers can experience are still limited.In particular, studies on the effects of external environmental factors of tourism that can facilitatetraveler’s engagement through psychological responses of travelers are not sufficient. Therefore, in this study, we first suggest positive engagements presented by tourists intravel destinations, and based on motivation theory, environmental factors that can induce motivationsare presented to understand how engagement can occur. The purpose of this study is to classifythe factors and to identify the discriminatory effects of contexture factors on travelers' relaxationand socialization motivations. In addition, this study examines how these motivations influencetravelers' enduring tour involvement. Lastly, the direct effects of various motivations and the indirecteffects through enduring tour involvement were also investigated. For this purpose, this study conducteda questionnaire survey on the students in the universities and graduate schools (including professionalgraduate schools) in Seoul and verified the relationship between the hypotheses presented.The results of this study show how different types of motives affect travel destinationengagement through the psychological processes of tourists. Therefore, managers in travel industryshould consider that tourist's socialization, relaxation motivation, as well as enduring travel involvementare important factors to enhance tourist destination engagement. As presented in this study, relaxationmotivation can be understood as a form of pull motivation, while socialization motivation can beviewed as a form of push motivation. From the managerial perspective, it will be easier to stimulatepush motivation than to stimulate traveler's pull motivation. As each traveler has unique needs anddesires because it is practically impossible for managers to understand them. Therefore, managersshould first attract travelers through strategies that can stimulate pull motivations, and then in-depthobservation of tourists will categorize each traveler's unique push motivation into similar clustersto provide unique marketing strategies for them. This will be a sequence of proper destinationmanagement.

청년층, 예비실버층 및 노년층의 세대별로 여행동기가 여행상품 선택속성에 미치는 영향

이성철 한국기업경영학회 2013 기업경영연구 Vol.20 No.4

Korea is now seeing a rise in silver consumers, with the increase of life expectancy and the baby-boomers generation who started to retire in 2010 year. The generation prefer to travel for their leisure activities after retirement, indicating a potential increase in the demand for traveling. The travel industry interest in the baby-boomer generation. This study classified Korean generation into young class (less 50 age), middle class (51~55 age)[presilver class] and aged class (more 56 age). This study extracted physical travel motivation, social travel motivation and intellectual travel motivation from factor analysis in traveling motivations. Also this study extracted travel commodity, travel place, travel company, guider, transport means, board and lording facilities form factor analysis in travel product selection attributes. This study did regression analysis of travel motivation factors on travel product selection attribute factors through factor loading data in all generation and by generation. The analysis results of the research are as follows. First, travel motivations have significant effects on travel product selection attributes excepting transport means in all generation. Second, travel motivations have significant effects on travel commodity, guider and travel place in young class. Third, travel motivations have significant effects on all travel product selection attributes in middle class (presilver class). Fourth, travel motivations have only significant effects on travel commodity and travel place in aged class. This study configurated that middle class(preserver class) as baby-boomer generation is important objects in travel industry. And travel commodity and travel place is effective travel product selection attributes. In the conclusion We should devide silver consumer market. Also, It is need to surely silver consumers behavior is different with non silver consumer behavior. Until now, studies of the decision-making silver Consumers weak commitment to the children, and argues that the behavior is very passive. However, consumers are very active and modern silver logical decision was floopy. This study showed good characteristics of these consumers given silver consumers in future decision-making and to target marketing strategy is expected to give a big help. Therefore, future researchers should recognize the new silver consumers’ characteristics, thereby emerging as a big market, a new industry of silver to satisfy consumers will adopt it as power. But travel by segmenting the consumer satisfaction of each layer, even if the development of products that can improve the characteristics of the non-silver layer at the same level as the characteristics of the silver layer by handling is not a. Obviously non-silver layer and the silver layer with distinctly different characteristics, but the characteristics differ from the characteristics of active social meanings in every way, not to determine the characteristics of the market as an opportunity not see is that beomhaeseo mistakes. Consumer awareness of these silver from the trip as well as future product development is still hoping to be part of a continuous research is also to be noted. 출산율은 줄어들고 노인들의 수명은 길어지는 사회에서 고령화는 당연한 결과라고 할 수 있을 것이다. 우리나라는 이미 고령화 사회에 접어들었으며, 고령화의 진행속도가 누구도 예측할 수 없을 정도로 급속하게 진행되고 있으며, 베이비부머 세대가 은퇴의 귀로에서 실버계층에 진입할 문턱에 다가와 있다. 본 연구에서는 이들을 예비실버층으로 규명하였다. 본 연구에서는 11개 문항의 여행동기들에 대한 주성분 요인분석을 통하여 신체적 여행동기 요인, 사회적 여행동기 요인, 지적 여행동기 요인 등 3개의 여행동기 요인들을 추출하였으며, 20개 문항의 여행상품 선택속성들에 대한 주성분 요인분석을 통하여 6개의 여행상품 선택속성 요인들이 추출 하였는데, 이는 여행상품, 여행지, 여행사, 안내원, 교통수단, 숙식시설로 명명하였다. 본 연구에서 요인적 재치를 이용하여 여행상품 선택속성 요인들에 여행동기 요인들을 회귀분석 하였다. 모든 세대들을 대상으로 한 분석결과 에서는 교통수단을 제외한 모든 여행동기 요인들이 여행상품 선택속성 요인들에 유의한 영향을 미치는 것으로 나타났다. 또한 세대별로는 예비실버층(51~55세)에서는 여행동기 요인들이 모두 여행상품 선택속성에 가장 강력한 영향을 미치는 것으로 나타났으나 청년층(50세 이하)에서는 여행상품, 여행지, 안내원에서만 유의하게 영향을 미쳤고. 노년층(56세 이상)에서는 여행상품과 여행지에만 유의하게 영향을 미치는 것으로 나타났다. 여행동기 요인들은 세대별로 각각 다르게 영향을 미치고 있는 것으로 나타났다. 따라서 여행사는 여행동기 요인들에 대한 집중적인 관심을 가져야 하며, 특히 예비실버층을 주 고객으로 한 전략을 수립할 것을 시사하였다.

해외여행경험이 많은 사람들의 여행 동기 연구-포커스 그룹 인터뷰 방법을 이용하여-

김동연,윤지환 한국관광학회 2013 관광학연구 Vol.37 No.10

본 연구에서는 해외여행 경험이 많은 사람들(heavy overseas travelers)의 여행 동기를 정성적 연구방법의 하나인 포커스 그룹 인터뷰(Focus Group Interview, FGI) 방법을 이용하여 심층적으로 분석했다. 최근 12개월 이내에 해외여행 경험이 있으며, 1년에 최소 2~3회 이상 해외여행을 하는 남·녀, 미혼·기혼을 포함하여 총 ,3 focus group으로 진행했으며, 연구의 주요 결과를 요약하면 다음과 같다. 해외여행 경험이 많은 사람들의 여행 동기로는 휴식(Relax),체험·즐거움(Experience·Fun),자기계발·자아실현(Self-Development·Self- Actualisation),관계향상·소통(Relationship·Communication),일탈(Escape),향수(Nostelgia), 중독(Addiction)의 7가지가 도출 되었으며, 특히 하나의 동기요인이 아니라 복합적인 동기요인이 동시에 작용하는 것으로 나타났다. 또한 본 연구에서 도출된 ‘중독(Addiction)' 동기는 기존 연구(이태희, 2000; 강영원·박수완, 1996)의 '여행 자체를 좋아함' 이라는 동기요인과 그 의미가 유사하거나 이의 발전된 형태의 동기요인으로 해석할 수 있으며, 해외여행 경험이 많은 사람들에게 있어서 여행은 이미 ’중독(Addiction)'이라고 할 만큼 일상생활에서 빠질 수 없는 삶의 한 부분, 즉 습관으로 자리 잡았다는 것을 의미한다고 할 수 있다. 또한, 연구를 통해 도출된 해외여행 동기 요인들을 설득력 있는 동기이론인 Pearce(1988)의 Travel Career Ladder(TCL)이론과 Ryan(1998)의 Travel Career Pattern(TCP)에 적용시켜보고, 선행 실증 연구들과의 비교를 통한 해석을 시도했다. In this research, travel motivations of heavy overseas travelers were studied with Focus Group Interview(FGI). Heavy overseas travelers who were recent 12 months overseas travel-experienced and travel overseas at least 2-3 times per year single and married men and women were selected for 3 focus group interviews. The following results were obtained : 1) heavy overseas traveler's seven motivations were drawn as relax, experience · fun, self-development · self-actualization, relationship · communication, escape, nostelgia and addiction. Specifically, the proposed motivation in this study, 'addiction' can be explained as similar meaning or developed one with motivation from precedent study 'Like traveling itself', and it means travel is settled as a habit that heavy travelers can not take away in their lives because they are addicted to it. 2) The drawn motivation elements were not applied to TCL (Travel Career Ladder) theory but some results could be applied to TCP (Travel Career Pattern). Implications for tourism marketers and researchers were discussed. The study has limitation in terms of a study need to consider more variables for travel motivations.

TRANSNATIONAL LEISURE INVOLVEMENT AND TRAVEL MOTIVATION OF CONTEMPORARY MIGRANTS

Wei-Jue Huang,Chun-Chu Chen 글로벌지식마케팅경영학회 2018 Global Marketing Conference Vol.2018 No.07

Introduction Globalization not only increases human mobility, but changes the relationship between international migrants and their country of origin. With improved transportation systems and new technologies, migrants can stay connected to their homeland in multiple ways. In the past, it was costly and time-consuming for migrants to keep in touch with their homeland. Thus, the ability to assimilate into the culture and lifestyle of the mainstream society was important (Alba & Nee, 2003; Portes & Zhou, 1993). At the same time, migrants and minority groups also form ethnic enclaves (e.g., Chinatown, Little Italy) where they can maintain the culture and traditions of home and preserve a part of their cultural identity (Portes & Manning, 1986). Contemporary migrants, however, live in a transnational social field (Louie, 2006). They can easily communicate with their friends and family back home. Even if they reside in rural areas, most goods from the old country can be found in the new country. Migrants can shop online for the groceries, books, fashion, beauty products, kitchenware, etc. from their homeland. They can listen to hit songs in their native language, keep up with the major news events, follow the newest TV series, cheer for their favorite sports teams, watch live election results, and more—almost as if they have never left. Traveling back to the homeland is one important way for migrants to main transnational ties (Haller & Landolt, 2005). This type of travel is commonly known as diaspora tourism (Coles & Timothy, 2004), VFR tourism (Uriely, 2010), and roots tourism (Maruyama & Stronza, 2010). Migrants may visit the homeland for various reasons, including: leisure, business, local food, culture and heritage, quest, retain ties, finding oneself, roots-seeking, personal identity, connection with place, obligation to ancestors, recovery of social identity, and family togetherness (Kluin & Lehtom, 2012; Li & McKercher, 2016; Murdy, Alexander, & Bryce, 2018; Ray & McCain, 2012). Given that contemporary migrants can engage in transnational practices in the host society, and take part in various types of leisure activities that are related to the culture and lifestyle of home, the question is: do migrants still feel the need to visit the homeland in person? Or since everything is readily available, they do not need to go back as often as before. On one hand, participating in transnational leisure activities may strengthen their attachment to the homeland and increase their longing to return. On the other hand, the accessibility of homeland goods, services, culture, and relationships through global networks may decrease the desire and frequency of traveling back to the homeland. Therefore, the purpose of this study is to examine the relationship between transnational leisure activities and motivation to visit the homeland. Specifically, do migrants‘ transnational leisure participation and involvement influence their diaspora tourism motivation? Literature Review Transnationalism refers to the interconnected lifestyle and social experience of immigrants maintaining multiple ties with their home and host societies (Basch, Glick-Schiller, & Blanc, 1994). Transnationalism could be sustained through different types of activities, including economic, political, social, familial, religious, and cultural activities. Although leisure activities have not been a focus of transnationalism research, some cultural transnational practices overlap with leisure activities. The Immigration and Intergenerational Mobility in Metropolitan Los Angeles study (IIMMLA) found that 8.1% of second-generation immigrants participated in organizations associated with their parents‘ country of birth, and 48.7% watched TV or listened to the radio in their parents‘ language at least once a week or more (Rumbaut et al., 2008). The Immigrant Second Generation in New York study (ISGNY) revealed that ethnic music is very important to West Indian immigrants, and they listened to more ethnic music. Chinese-Americans, however, might listen to some Cantonese pop, but usually not traditional Chinese music (Kasinitz et al., 2008). Within leisure research, most studies on the leisure activities of immigrants employ the theory of acculturation. The focus was not on transnational leisure, but on immigrants‘ leisure participation within the mainstream culture of the host society. Many studies examined the effect of acculturation on immigrant leisure, be it participation, perceived benefits, motivations, or constraints. Floyd and Gramann (1993) compared Mexican- and Anglo-Americans to determine if the former‘s outdoor activity patterns and site visitation would be similar to the latter, based on different levels of structural assimilation. Shaull and Gramann (1998) also examined Hispanic- and Anglo-Americans to determine the impact of cultural assimilation on one‘s perceived benefits of outdoor recreation. They found a strong Anglo-conformity pattern in Hispanic-Americans‘ perception of nature-related benefits, while family-related benefits were less prone to the impact of cultural assimilation. Another study by Walker, Deng, and Dieser (2001) compared the motivations of Chinese-Canadians and Euro-North Americans for outdoor recreation. Their findings indicated that acculturation influenced the recreation motivation of Chinese-Canadians, both directly and indirectly through self-construal. The relationship between acculturation and leisure was also examined in Yu and Berryman‘s study (1996) on immigrant adolescents, which revealed a positive relationship between acculturation and recreational activities, and a negative relationship between acculturation and perceived barriers. A similar relationship was found in Scott, Lee, Lee and Kim‘s (2006) study of Korean migrants. They identified some constraints (i.e., lack of English proficiency and fear of discrimination) that varied by one‘s level of acculturation, while the biggest constraint, time, was not influenced by acculturation. Stodolska and Santos (2006) were the first to propose the concept of transnational leisure, and they defined it as leisure that is maintained by transnational migrants to foster their ties with their countries and communities of origin (p. 162). Huang, Norman, Ramshaw, and Haller (2015) identified different types of transnational leisure activities by second-generation Chinese-Americans, and categorized them into four types: ethnic events and festivals, ethnic social clubs and organizations, ethnic media and pop culture, and Internet-based activities. As these previous studies were qualitative in nature, there is a need for more quantitative research so as to compare and identify different patterns of transnational leisure (e.g., level of involvement, frequency of participation) and examine how transnational leisure relate to other variables. Methods This study aims to examine the transnational leisure involvement and travel motivation of diaspora tourists. Specifically, overseas Chinese residing in North America (i.e., the USA and Canada) was selected as the target population. The service of a reputable and reliable international online survey company was obtained to reach out to this specific population of interest. Data collection took place from December 2016 to January 2017. A total of 808 responses were gathered. A questionnaire was developed based on previous literature. A list of transnational leisure activities with 19 items was developed based on the work of Huang et al. (2015). The transnational leisure involvement scale was adapted from the works of Kyle, Graefe, Manning, and Bacon (2003) and Kyle, Bricker, Graefe, and Wickham (2004). The scale consists of 14 items and three dimensions: Attraction, Centrality, and Self-expression. As there are many types of transnational leisure activities, respondents were first asked to go through the list and indicate their frequency of participation in each activity. Next, they were asked to think about these activities as they answered the leisure involvement scale. The measures for diaspora tourism motivation was developed based on Poria and colleagues‘ scale for heritage tourism motivation (2004; 2006a; 2006b), Kluin and Lehto‘s (2012) scale for family reunion travel motivations, and Li and McKercher‘s (2016) qualitative study on diaspora tourists. The last section of the questionnaire will be used to collect demographic information. Findings EFA was conducted to explore if transnational leisure activities can be categorized into different types. Three items were removed due to double loading (i.e., Sing Chinese songs in the karaoke, Online shopping for Chinese/Asian items, and Connect with friends and relatives in China through social media). Factor 1 consisted of 3 items that are basic common activities in migrant life, and was labeled Basic transnational leisure (i.e., Eat Chinese food, Shop for Chinese/Asian groceries, and Celebrate Chinese holidays). Factor 2 consisted of 7 items that are related to pop culture and internet-based leisure activities, and was labeled Media-based transnational leisure (e.g., Listen to Chinese songs and music, Watch Chinese drama, Visit websites related to Chinese or Chinese-American culture, and Read/watch the news related to China). Contrary to the individualistic nature of the activities in Factor 2, Factor 3 consisted of 6 items that are more likely to be group activities, and related to social clubs events and activities (e.g., Attend events hosted by Chinese ethnic organizations, Participate in Chinese cultural activities, Play Chinese board or card games, Attend Chinese concerts/performances, and Follow Chinese/Chinese-American sports players or teams). Thus, Factor 3 was labeled Event-based transnational leisure. Respondents‘ participation in these activities was measured on a 5-point scale of frequency, from 1=Never to 5=Always/Everyday. Overall, Basic transnational leisure received the highest mean score (M=3.82), while the means for Media-based (M=2.86) and Event-based activities (M=2.62) were lower. Although the mean scores in Factor 2 and 3 were not high, it should be noted that the nature of these activities are different. Chinese migrants can Eat Chinese food every day, but they cannot Attending Chinese concerts every day. Therefore, the mean scores for Event-based activities were the lowest. Moreover, ANOVA was conducted to compare five migrant generation groups (e.g., first-generation migrants who were born in the old country and relocated to a new country and second-generation migrants are native-born in the new country). The second generation had the lowest level of participation, while the first generation and 4+ generation had the highest level of participation in most types of transnational leisure activities. Correlation analyses further revealed that the frequency of Media-based activities and Event-based activities were positively correlated to the number of homeland trips, while the relationship between Basic transnational leisure and number of homeland trips was not statistically significant. Lastly, CFA was conducted to confirm the underlying dimensions of Transnational Leisure Involvement: Attraction (6 items), Centrality (4 items), and Self-expression (4 items). EFA was conducted to identify the dimensions of diaspora tourism motivation. The 11 items loaded on one of two factors: Chinese Culture (6 items) and Family Heritage (5 items). Multiple regression analyses were conducted, with the three dimensions of transnational leisure involvement as independent variables, and the two dimensions of diaspora tourism motivation as dependent variables. It was found that Attraction and Centrality would influence respondents‘ motivation for Chinese Culture, while Attraction, Centrality, and Self-expression would influence respondents‘ motivation for Personal Heritage. Discussion Results showed that transnational leisure involvement is useful in understanding the activity patterns of different migrant generations. Specifically, the relationships between transnational involvement and diaspora tourism motivation were consistently positive, which provides an effective means of segmenting diaspora tourists. Transnational leisure activities are good opportunities for homeland destinations to connect with diaspora tourists prior to their travel. Other than direct promotional activities, transnational leisure provides an alternative way to increase diaspora tourists‘ level of engagement and frequency of travel to the homeland.

여행동기에 따른 여행 치유경험과 심리적 효과

홍민정(Min-Jung Hong) 한국관광학회 2023 관광학연구 Vol.47 No.3

이 연구는 여행동기에 따른 여행의 치유효과에 주목해 다양한 동기의 여행을 통한 여행 치유경험과 심리적 효과에대해 구성개념 간 영향관계를 규명하고 그 차이를 함께 살펴보고자 수행되었다. 이를 위해 내국인 여행자를 대상으로설문조사를 통해 수집된 총 247부의 유효표본을 토대로 군집분석과 분산분석, 다중회귀분석을 활용해 실증분석하였다. 분석 결과, 먼저 군집분석을 통해 도출한 여행동기 유형 집단 간 치유경험과 심리적 효과에 대한 차이검정 결과, 여행을통한 긍정적 치유경험과 심리적 효과를 위해서는 새로운 체험과 휴식 및 재충전에 대한 여행동기 중요도가 높다는 것을알 수 있었다. 또한, 관계강화를 위한 여행은 개인의 심리적 치유에는 오히려 부정적 영향을 미치는 요소가 될 수 있음을시사하였다. 더불어 여행동기 요인 중 새로운 체험, 휴식 및 재충전, 역사문화탐구 요인은 치유경험에 긍정적인 영향을, 관계강화 요인은 인지적 치유경험에 부정적인 영향을 미치는 것으로 나타났으며, 공통적으로 과시적 소비 동기요인은모든 치유경험에 영향을 미치지 않는 것으로 나타났다. 마지막으로 여행을 통한 정서적, 인지적 치유경험은 심리적 효과에긍정적 영향을 미치는 것으로 나타났다. 이러한 결과를 토대로 여행을 통한 개인의 심리적 치유효과를 기대하기 위해서는휴식과 새로운 경험이 적절히 어우러져야 한다는 점을 알 수 있으며, 치유관광상품 개발에 대한 필요성을 시사한다. 이연구결과에 대한 학술적, 실무적 시사점은 결론에서 더욱 구체적으로 논의되었다. This study was conducted to examine the relationship between the healing experience and psychological effects of travel based on different motivations, as well as the differences between healing experiences and psychological effects of travel based on travel motivation. Using cluster analysis, ANOVA, and multiple regression analysis on 247 valid samples collected from a survey of Korean travellers, an empirical analysis was conducted. First, after verifying differences in healing experiences and psychological effects between groups of travel motivation types derived from cluster analysis, it was determined that travel motivation is crucial for new experiences, relaxation, and recharging. In addition, travelling to strengthen relationships can be detrimental to an individual's psychological recovery. And, among the factors of travel motivation, new experiences, relaxation and recharging, and historical and cultural exploration had a positive effect on healing experiences, whereas relationship strengthening had a negative effect on cognitive healing experiences. It was discovered that the motivational factor of conspicuous consumption did not affect all healing experiences. Last but not least, it was discovered that emotional and cognitive healing through travel had a positive effect on psychological effect. Based on these results, it can be seen that rest and new experiences must be properly combined to expect an individual's psychological healing effect through travel, suggesting the need for the development of healing tourism products. In the conclusion, academic and practical implications of this research were discussed in greater depth.

중국 권역별 방한관광 잠재수요자의 특성과 방한관광 동기에 관한 연구 -장강삼각주, 경진기, 주강삼각주, 산동반도, 료중남의 5개 도시권을 중심으로-

이현주 ( Hyun Ju Lee ) 한중사회과학학회 2012 한중사회과학연구 Vol.10 No.2

This study concerns developing tourism marketing strategies which can adopt to the regions in China by analysing the difference of travel motivation from their demographic characteristics, preference of Korean travel products and past travel experiences. Analysing the influence of intention to visit Korea by travel motivation in 5 regions was also conducted, Data were collected from 649 Chinese potential tourists in Jinan, Shanghai, Shenyang, Guangzhou, Beijing, totally 5 regions in China. The travel motivations of traveling to Korea for Chinese potential tourists were classified into nature, travel consumption/shopping, city attraction, Korean wave and intention to traveling to Korea was composed of single dimension. Results of the hypothesis inspection showed that travel motivations by regions turned out to have significant difference on sex, marital status, income and age. Chinese potential tourists who have travel motivation in nature and travel consumption/shopping and city attraction prefer GIT tour type. Chinese potential tourists with less travel experiences have much higher level of these travel motivations. Intention to visit Korea was influenced by pursuing nature in all 5 regions and the relations with travel consumption/shopping pursuit was found in Jinan, Shanghai, Shenyang. Beijing turned out there is a relationship between Korean wave and intention to visit Korea. In conclusion, Chinese potential tourists are needed to be marketed both with effectiveness and accuracy according to the characteristics of each region.

‘나홀로 여행’동기에 따른 제약요인 인식과 참여의도 차이 연구 - 대구경북지역 대학생을 대상으로 -

김미경 ( Kim Mi-kyung ),김지은 ( Kim Ji-eun ) 한국관광산업학회 2016 Tourism Research Vol.41 No.3

최근 인구 고령화나 저출산, 청년층의 불안한 고용구조와 그에 따른 비혼 증가 등 경제여건 악화로인해 1인 가구가 증가하고 있다. ‘나홀로족’이 새로운 트랜드로 등장했으며, 이러한 트랜드는 여가 및 관광활동에도 영향을 미쳐 혼자 하는 여행에 대한 관심과 수요 증가를 가져왔다. 따라서 본 연구에서는 사회변화에 따른 관광시장 변화의 대표적인 사례라 할 수 있는‘나홀로 여행’에 대한 경험과 여행동기, 그리고 제약요인과 참여의사 등을 파악하고, 여행의 동기에 따라 그들이 인식하는 제약요인과 참여의도가 달라지는 지를 검증하고자 하였다. 나홀로 여행의 특성을 고려할 때 제약요인에 대한 이해는 관광참여를 유도하고 관광 만족도를 높이기 위한 필수적인 과정이기 때문이다. 연구결과, 혼자하는 여행의 여행 동기는 휴식적 동기, 교육적 동기, 체험적 동기, 사회적 동기, 그리고 모험적 동기 5가지로 도출되었으며, 나홀로 여행의 제약요인에 대해서는 구조적 제약, 심리적 제약, 내재적 제약, 그리고 외재적 제약의 4가지 요인이 도출되었다. 여행동기 변수를 이용한 군집분석 결과 ‘휴식 및 모험동기 추구집단’ ‘휴식동기 추구집단’ ‘다목적 동기 추구집단’의 세 집단으로 구분되었으며, 세 집단 간제약요인의 인식 차이에 있어서는 구조적 제약과 심리적 제약요인 인식에 있어 통계적으로 유의한 차이를 보이는 것으로 나타났다. ‘다목적 동기 추구집단’은 혼자 여행하는 데 있어 구조적 제약요인을 가장 크게 인식하는 데 비해 ‘휴식동기 추구집단’의 경우 심리적 제약요인을 가장 크게 인식하였다. 또한 향후 1년 내 나홀로 여행에 대한 참여의도에 있어서도 집단 간 유의한 차이를 보였으며, 다목적동기 추구집단의 참여의도가 가장 높고 휴식동기 추구집단의 참여의도가 가장 낮은 것으로 나타났.다혼자 삶을 즐기고자 하는 ‘나홀로족’ 문화는 사회 전반으로 퍼져가고 있으며, ‘나홀로 관광’에 대한 관광객들의 관심역시 증가할 것으로 예측되고 있다. 본 연구를 통해 관광객들의 새로운 욕구를 이해하고 이러한 욕구를 충족시켜주기 위한 관광상품개발 및 효율적인 마케팅 전략 수립을 위한 정보 제공에 본 연구의 의의가 있다. Single households are rapidly increasing because of aging society, low birthrate, and instable employment of youth. The growth of single household made a change the consumers`` pattern of consumption. This new trend caused the interests and the demand on travel alone. The purpose of this study is to examine the tourism constraints perception and participation intention on ``Travel Alone`` and to figure out if there are any differences on their perception and participation intention among the groups by their travel motivation. To accomplish the study purpose, survey were conducted from university students in Daegu/Gyeongbuk area and the total of 256 data were used for the analysis. From the results of factor analysis, tourism motivation on ``Travel Alone`` were identified as 5 factors: motivation for relaxation, education, experience, socializing, and adventure, and tourism constraints were identified as 4 factors: structural, psychological, internal and external constraints. From the results of cluster analysis by their travel motivation, three clusters were identified: relaxation and adventure-oriented travel group, relaxation-oriented travel group and multipurpose-oriented travel group. The results of ANOVA showed that there are significant differences among three groups on their perception on travel constraints and participation intention on ``Travel Alone.`` The market of ``Travel Alone`` is rapidly increasing and it is necessary to focus on their desire and to develop new tourism product to satisfy those tourists. Tourism constraints are the essential factors that must be considered. The results of the study can give a useful resources for developing tourism product and marketing strategies for newly rising demand on travel market.

SIT 참가동기가 지각된 가치와 행동의도에 미치는 영향 : 강릉 커피여행 참가자를 대상으로

김기동(Gi Dong Kim),이재숙(Jae Suk Lee),최웅(Woong Choi) 융합관광콘텐츠학회 2021 융합관광콘텐츠연구 (JCTC) Vol.7 No.3

목적: 최근 여행의 형태는 단체여행에서 개인여행으로 개인여행에서 SIT로 점점 변화하고 있다. 그래서 여행동기도 일상탈출, 휴식, 유대강화 등 일반적인 여행동기에서 벗어나 SIT의 테마에 맞는 여행동기를 통해 여행을 떠나고 있다. 본 연구에서는 커피여행 참가동기가 지각된 가치와 행동의도에 미치는 영향과 지각된 가치가 행동의도에 미치는 영향관계를 실증적으로 연구하고자 하였다. 방법: 실증적 연구를 위해 강릉 여행에 참가한 여행객들을 대상으로 설문조사를 실시하였다. 설문조사는 커피박물관, 테라로사, 보헤미안커피 앞에서 방문을 마치고 나오는 여행객들을 대상으로 진행되었고, 총 189부의 설문지가 실증분석에 사용되었다. 결과: 요인분석 결과, 커피여행 참가동기는 일상탈출 및 휴식, 유대강화, 커피전문점향유, 커피향유의 4가지 요인으로 도출되었다. 회귀분석 결과, 일상 탈출과 휴식, 유대강화, 커피전문점향유, 커피향유 동기가 지각된 가치에 유의한 영향을 미치는 것으로 나타났으며, 일상탈출과 휴식, 유대강화, 커피전문점향유 동기는 행동의도에 유의한 영향을 미쳤다. 그 중 커피전문점향유는 지각된 가치와 행동의도에 가장 영향력 있는 요인인 것으로 나타났다. 또한 지각된 가치는 행동의도에 유의한 영향을 미치는 것으로 나타났다. 결론: 결론적으로 커피여행 참가동기는 지각된 가치와 행동의도를 높이는 요인으로 확인되었다. Purpose: Recently, the form of travel is gradually changing from group travel to individual travel, and from individual travel to SIT. Therefore, the travel motivation is also departing from the general travel motivation such as escaping from daily life, resting, and strengthening bonds, and leaving for a trip through a travel motivation that fits the theme of SIT. In this study, the effect of coffee travel participation motivation on perceived value and behavioral intention and the effect of perceived value on behavioral intention were empirically studied. Methods: For an empirical study, a survey was conducted on travelers who participated in Gangneung travel. The survey was conducted for travelers leaving the museum and coffee shop after visiting the museum coffee shop in front of the Coffee Museum and TERAROSA, and a total of 189 questionnaires were used for empirical analysis. Results: As a result of the factor analysis, the motivation for participating in coffee travel was derived from four factors: escaping from daily life and rest, strengthening bonds, enjoying coffee shop, and enjoying coffee. As a result of the regression analysis, it was found that escaping from daily life and resting, strengthening bonds, and enjoying coffee shop, enjoying coffee had a significant effect on perceived values, and escaping from daily life and rest, strengthening bonds, and enjoying coffee shop had a significant effect on behavioral intention. Among them, enjoying coffee shop was found to be the most influential variable on perceived value and behavioral intention. Also, perceived value was found to have a significant effect on behavioral intention. Conclusion: In the end, motivation to participate in coffee travel was verified as a factor that increases perceived value and behavioral intention.

해외 개별자유여행객의 여행동기 - 여행횟수에 따른 여행동기의 차이 분석 -

이상훈,고동완 한국관광학회 2012 관광학연구 Vol.36 No.2

The study investigates the difference of travel motivations with accordance to Free Independent Traveler’s (FIT) carrier as well as how are Pearce’s TCL (Travel Carrier Ladder, 1998) and Ryan’s TCP (Travel Carrier Pattern, 1998) applied to travel motivation investigations. The result’s of the study reveal that FIT’s would travel with mixed motives. Second, in Travel Carrier Pattern, it shows a low correlation to FIT. Third, on the contrary to Self-development motivation of Ryan (1998), the fewer of traveling carrier goes for Host-site involvement and the more of traveling carrier goes for Personal development. Fourth, Autonomy motivation is not verified from the theory of Ryan (1998) and Lee (1998) but, shows it is very high irrespective of traveling carrier. It has a fundamental limit to draw a conclusion with how much travel is done as there are numerous factors influencing travel decisions. None the less, Pearce’s TCL and Ryan’s TCP continue to be persuasive in explaining general travel motivation, and consumer travel decisions made by FIT travelers. 본 연구는 Pearce(1998)의 여행경력단계 이론과 Ryan(1998) 여행경력패턴 이론이 개별자유여행객의 여행 동기 규명에 대한 적용가능성을 진단하고, 개별자유여행객의 여행경력에 따라 여행동기의 차이를 규명하는데 목적이 있다. 연구문제를 해결하기 위하여 개별자유여행객을 대상으로 심층면접을 실시하였다. 본 연구의 결과로는 첫째, 개별자유여행객은 하나의 동기가 아니라 여러 가지 복합적인 동기에 의해 개별자유여행이 이루어지는 것으로 나타났다. 둘째, 여행경력패턴에서의 지인관계강화 동기는 개별자유여행객의 중요한 동기가 아닌 것으로 나타났다. 셋째, 자기개발동기 Ryan(1998)의 여행경력패턴과 반대로 여행경력이 낮을수록 현지문화체험을 위해서, 여행경력이 높을수록 개인적 발전을 위하여 개별자유여행을 하는 것으로 확인되었다. 넷째, 자율성 동기는 Ryan(1998)과 Lee(1998)의 이론에서 확인되지 않았지만 여행경력에 상관없이 매우 높은 것으로 나타났다. 본 연구는 여행경력을 결정하는 변수가 많음에도 불구하고 단순히 여행횟수만으로 조작화한 것은 본 연구의 근원적인 한계가 있다. 그러나 여행객의 전반적인 여행동기를 설명하는데 설득력 있는 이론으로 제시되어온 Ryan(1998)과 Pearce(1998)의 이론이 개별자유여행객의 여행동기를 설명하는데 유용한지를 시론적으로 논의한 탐색적 연구라는 점에서 의의를 가질 수 있다.

ERG 이론을 적용한 한국 20대의 해외여행 기대혜택이 여행유형 선택에 미치는 영향에 대한 실증적 연구

문명주,고인곤 한국관광학회 2020 관광학연구 Vol.44 No.1

In this study, based on Alderfer's (1972) ERG theory, we examined how Korean twentysomethings’, important consumers in Korea's tourism industry, expected benefits of overseas travel were motivated and how much they affected their choice of travel type. We classified travel types as package tour, package relaxation, free tour, and free relaxation travel types on the basis of group and objective. As a result of the empirical analysis, the free tour travel type was the most preferred. The existence need was the desire for respondents to satisfy the most through the free relaxation travel type, such as the growth need and free tour type, but the relationship need was low in all travel types. The discriminant analysis result also showed high discrimination power in the existence-growth-relationship need for the preferred travel type. The hit ratio was 43.4%. The characteristics of the preferred travel type group inferred by a function of the group center value were lower. The package tour group had a high relationship need, the package relaxation group had a high growth need, and the free relaxation group had a high existence need. The characteristics of the free tour group showed high self-actualization tendency. Meanwhile, most of respondents preferred personal/mental leisure, followed by social/physical leisure. As a result of crosstab analysis between the preferred leisure type and the preferred travel type, personal/mental leisure were the most frequent, except for the package tour type. This study provides useful practical implications for companies as well as academic understanding of Korean twentysomethings’ expected benefits from and motivations for overseas travel. 본 연구에서는 한국 관광산업의 중요한 소비자로 대두되고 있는 20대를 대상으로 Alderfer(1972)의 ERG 이론을 적용하여 해외여행의 기대혜택이 어떻게 동기화되고, 여행유형 선택에는 어떤 영향을 미치는지 살펴보았다. 선호 여행유형으로는 단체성과 목적성을 기준으로 네 가지로 분류하였고, 여행 혜택과 동기로는 일상탈출/건강추구 요인은 존재욕구로, 주변과시/관계중시 요인은 관계욕구로, 자아완성/새로움추구 요인은 성장욕구로 분류하였다. 실증분석 결과, 대부분의 응답자는 네 가지 여행유형 중 관광형 자유여행을 가장 선호하고 있었다. 존재욕구는 휴양형 자유여행, 성장욕구는 관광형 자유여행에서 응답자들이 가장 충족하고 싶어 하는 욕구였으나, 관계욕구는 모든 여행유형에서 낮은 수준이었다. 판별분석 결과도 존재-성장-관계욕구의 순으로 선호 여행유형에 대한 판별력이 높게 나타났다. hit ratio는 43.4%였다. 그룹 중심값의 함수로 유추한 선호 여행유형 집단의 특성은 관광형 패키지 집단은 관계욕구가, 휴양형 패키지 집단은 성장욕구가, 휴양형 자유여행 집단은 존재욕구가 높았다. 관광형 자유여행 집단은 성장욕구 중 자아완성 성향이 높았다. 한편, 응답자들은 개인적/정신적 여가활동을 가장 많이 선호하고 있으며 그 다음은 사회적/신체적 여가활동이었다. 선호 여가유형과 선호 여행유형 간 교차분석 결과, 개인적/정신적 여가활동을 선호하는 응답자들이 자유여행은 관광형, 휴양형 모두에서, 패키지 여행은 휴양형에서 가장 많았다. 본 연구는 한국 20대의 해외여행 기대혜택과 동기에 대한 학문적인 이해와 더불어 기업들에게 유용한 실무적 시사점을 제시하고 있다.