중국 웰니스 관광지의 사회적 자본이 브랜드 가치 및 장소애착에 미치는 영향

Abstract

(Purpose) The purpose of this study is to establish the Moganshan(莫干山) wellness tourist attraction in China as an empirical research target, and to identify the mechanisms by which social capital affects brand value and place attachment, focusing on the interaction network between residents and tourists. (Design/methodology/approach) This study collected a total of 477 valid surveys for residents and tourists in Mount Morgan (Zhejiang Dutching), and reliability and validity verification, confirmatory factor analysis (CFA), and path analysis were performed using SPSS 27.0 and AMOS 26.0 programs. (Findings) As a result of the analysis, it was found that social capital had a significant positive (+) effect on both brand value and place attachment, and specifically, brand value improved community trust and perceived quality, while place attachment strengthened emotional identification and behavioral commitment. (Research implications or Originality) This study reveals that social capital is a key driving force for mutual prosperity of individuals, communities, and communities as a whole in wellness tourist destinations, suggesting that brand value and place attachment based on social trust, network, norms, and participation are important paths to realizing sustainable tourism development. In other words, social capital is a social network that promotes emotional solidarity in local communities and at the same time acts as an economic driver that promotes brand value. These results expand the emotional promotes emotional solidarity in local communities and at the same time as an economic dimension of social capital theory and provide an empirical basis for the sustainable development of wellness tourism.