제천 웰니스 관광에서 관광동기가 지각된 가치와 행동의도에 미치는 영향 - 건강 관심도의 조절효과 -

Abstract

The purpose of this study is to empirically examine how tourists’ motivations for wellness tourism in Jecheon influence their perceived value and behavioral intentions, and to analyze the moderating role of individual health involvement in these relationships. The results of the study are as follows. First, an analysis of the effects of the three wellness tourism motivations on perceived value revealed that the physical and mental recovery/health enhancement motivation had the strongest influence on perceived value. In addition, self-development/growth motivation and nature experience/social relationship recovery motivation were also found to have positive effects on perceived value. Second, an analysis of the effect of perceived value of wellness tourism on behavioral intention showed that perceived value had a significant positive impact on behavioral intention. Third, the study tested the moderating role of health involvement in the relationship between wellness tourism motivations and perceived value. The results showed that for the physical and mental recovery/health enhancement factor and the nature experience/social relationship recovery factor, the significance level was below .05, indicating that health involvement has a moderating effect on these relationships.