경주 황리단길 방문객의 세대별 장소성 인식 차이 분석 : MZ세대 vs. 기성세대 = Generational Differences in Place Perception of Visitors to Hwangridan-gil, Gyeongju : Gen MZ vs. Older Generations

다국어 초록 (Multilingual Abstract)

Focusing on Millennials and Generation Z (Gen MZ) and older adults, this study analyzes generational differences in place perception among visitors to Hwangridan-gil in Gyeongju. Using the structural path model of place perception proposed in previous studies, visitors were clustered by generation, and the relationships among place perception, place attachment, and behavioral intention were compared. Place attachment plays a significant role in shaping behavioral intention overall, while notable generational differences also emerge. For Gen MZ, behavioral intention is primarily influenced through individual emotional judgments, such as place attachment. By contrast, for the older generation, social judgments such as place meaning also constitutes a valid pathway influencing behavioral intention. These findings demonstrate that the structure of place perception varies by generation, thereby highlighting the importance of reflecting generational characteristics in urban space planning and management. In particular, for younger generations, designing spaces that are sensual and experience-oriented can be effective, whereas emphasizing traditional and social meanings may be more appropriate for older generations. By incorporating generational perspectives, this study contributes to placeness research and offers practical implications for differentiated spatial design and tourism development strategies.