워케이션의 선택속성, 만족, 지역 재방문의도 및 구전의도에 관한 연구 - 전라남도 워케이션 이용자들을 대상으로* -

Abstract

The purpose of this study was to identify the relationship between workation selection attributes and satisfaction among workation users in Jeollanam-do. Furthermore, this study aimed to investigate the relationship between satisfaction and the intention to revisit the area and word-of-mouth intention. An online survey was conducted using a convenience sampling method, targeting users nationwide who had workation experience in the Naju, Yeosu, and Hampyeong regions of Jeollanam-do within the last year. The survey was carried out from July 2 to July 18, 2025, and a total of 200 questionnaires were collected. Among these, 18 copies deemed inappropriate for analysis were excluded, and a final total of 182 copies were used for the analysis. The results of this study are as follows: First, among the workation selection attributes, tourism, environment, and work had a positive (+) influence on satisfaction. Second, satisfaction was found to have a positive (+) influence on local revisit intention. Third, satisfaction was found to have a positive (+) influence on word-of-mouth intention. Based on these research findings, this study suggests practical measures to enhance workation satisfaction, local revisit intention, and word-of-mouth intention. Furthermore, it provides practical implications necessary for vitalizing workation tourism.