서열형 프로빗 모형을 적용한 문화유산 관광동기, 관광제약 및 태도 간의 영향 요인 분석

Abstract

This study uses ordered probit models to examine how tourists’ motivation, constraints, travel experience, and sociodemographic characteristics shape attitudes towards wartime capital Busan cultural heritage, with the aim of informing tourism development and a potential UNESCO World Heritage nomination. An online survey of 325 Korean adults with prior visits to Busan was conducted, and two motivation factors and three constraint factors were identified and incorporated into the models, including an interaction specification with depth of experience (number of sites visited). Both motivation factors have significant positive effects on all attitude dimensions, with historical exploratory motivation exerting the stronger influence, whereas lack-of-interest constraints consistently weaken attitudes and other constraints show only limited effects. Domestic travel frequency strengthens evaluations of wartime capital heritage more strongly linked to perceived usefulness among non-visitors and to perceived value among visitors and, in the visitor subsample, the influence of age, gender, and marital status diminishes as motivational factors gain explanatory power. Depth of experience does not directly affect attitudes but interacts positively with both motivation types, indicating that highly motivated individuals develop more favourable, value and usefulness-oriented attitudes as they visit additional sites. These findings highlight the importance of motivation and experience-based segmentation, linked heritage packages and thematic routes, and enhanced interpretation and education, while providing empirical support for UNESCO nomination efforts centered on the universal meanings of war, displacement, and urban recovery.