골프체험 관광 동기가 몰입 및 체험지속의사에 미치는 영향

Abstract

본 연구는 체험관광의 동기가 몰입 및 체험지속의사에 미치는 영향관계를 통해 관광 활성화에 필요한 체험 스포츠를 분석하여 관광인프라를 높이는데 기초자료를 제공하고자 하였으며, 연구목적을 달성하기 위해 다음과 같은 가설을 설정하였다. 첫째, 체험관광 동기는 몰입(인지, 행위)에 영향을 미칠 것이다. 둘째, 체험관광 동기는 지속의사에 영향을 미칠 것이다. 셋째, 몰입은 지속의사에 영향을 미칠 것이다. 가설을 위한 자료처리방법으로는 SPSS 24.0 program을 통해 빈도분석, 요인분석, 신뢰도, 상관관계를 실시하였으며, 가설검정을 위해 다중회귀분석을 실시하였다. 통계적 유의수준은 p<.05 수준으로 설정하였다. 구체적인 연구결과는 다음과 같다. 첫째, 체험관광 동기 중 일탈, 자기개발, 교육, 경관은 p<.001 수준에서 인지몰입에 긍정적인 영향을 미치는 것으로 나타났다. 둘째, 체험관광 동기 중 일탈, 자기개발, 교육, 경관, 신기는 p<.001 수준에서 행위몰입에 긍정적인 영향을 미치는 것으로 나타났다. 셋째, 체험관광 동기의 체험관광 동기 중 일탈, 자기개발은 p<.01 수준에서, 교육, 경관은 p<.001, 신기는 p<.05 수준에서 긍정적인 영향을 미치는 것으로 나타났다. 넷째, 체험관광 동기의 인지몰입과 행위몰입은 지속의사에 모두 p<.001의 수준에서 긍정적인 영향을 미치는 것으로 나타났다.

This study attempted to provide basic data for enhancing tourism infrastructure by analyzing experiential sports necessary to revitalize tourism through the impact of experiential tourism motivation on immersion and experience continuity intention, and established the following hypothesis to achieve the purpose of the study. First, the motivation for experiential tourism will affect immersion (cognition, behavior). Second, the motivation for experiential tourism will affect the intention to continue. Third, immersion will affect the intention to continue. Frequency analysis, factor analysis, reliability, and correlation were performed through the SPSS 24.0 program as data processing methods for hypotheses, and multiple regression analysis was performed for hypothesis testing. The statistical significance level is p<.It was set at the level of 05. Specific research results are as follows. First, deviations, self-development, education, and landscapes among the motivations for experiential tourism are p<.It was found to have a positive effect on cognitive commitment at the 001 level. Second, deviations, self-development, education, scenery, and novelty among the motivations for experiential tourism are p<.At the 001 level, it was found to have a positive effect on behavioral commitment. Third, among the motivations for experiential tourism, deviation and self-development are at the p<.01 level, and education and landscape are at p<.At 001 level, the novelty is p<.It was found to have a positive effect at the 05 level. Fourth, both cognitive and behavioral commitments of experiential tourism motives are p<.It was found to have a positive effect on the level of 001. Through these results, it was confirmed that experiential tourism is a positive prerequisite for the cognitive and behavioral commitment of tourism participants and an important factor in eliciting continuous intentions. In addition, it was confirmed that cognitive and behavioral commitment have a positive influence on the intention to continue.