자연관광 가치와 행동의도의 관계에서 기후변화 인식의 조절효과: 강원도 국제관광객을 중심으로

초록

This study examined how international tourists’ perceived value affect their attitude and behavioral intention toward nature-based destinations in Korea, and explored whether climate change risk perception moderates the relationship between perceived value and attitude. The findings indicate that functional and emotional value have a significant positive impact on tourists' attitudes, and that attitude, in turn, positively influences behavioral intention. The moderating effect of climate change risk perception is statistically significant only in the relationship between functional value and attitude. These results suggest that enhancing tourists’ perceived functional and emotional value is essential. Nature-based tourism development strategies that consider environmental, social and economic benefits, along with promotional strategies tailored to tourists' climate change awareness, are also necessary.

키워드