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생태관광에 대한 소비자 가치가 관광지 방문의도와 프리미엄 지불의사에 미치는 영향: 자이언트판다 보호구역 방문 경험자를 대상으로

The Effect of Consumer Value of Ecotourism on Visit Intention and Willingness to Pay Premium: To the Target for the Visitors of Giant Panda Habitat

유소이|박명은|오헌하
한국소비문화학회|2024.12|소비문화연구 (Journal of Consumption Culture)|제27권 제4호|pp. 1-25|DOI 10.17053/jcc.2024.27.4.001

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참고문헌

키워드

생태관광ecotourism자아일치성animal welfare동물복지self-congruity생태학적 가치가치-태도-행동(VAB) 모델Value-Attitude-Behavior(VAB) modelecological values

초록

본 연구는 생태관광에 대한 소비자 가치가 생태관광 행동의도와 프리미엄 지불의사에 미치는 영향력을 탐색하기 위해 가치-태도-행동(Value-Attitude-Behavior) 모델을 토대로 동물복지에 대한 관심과 자아일치성 및 지각된 행동통제 변수를 확장하여 통합적으로 분석하였다. 분석결과, 생태학적 가치(생물권 및 심미적 가치)는 생태관광에 대해 긍정적인 소비자태도를 향상시켜 궁극적으로 방문의도에 영향을 미치는 것으로 나타났다. 또한 생태관광에 대한 소비자 행동의도는 프리미엄 지불의사에 유의한 영향을 주는 것으로 나타났다. 추가적으로 동물복지에 대한 관심과 자아일치성(실제적, 이상적, 사회적)은 생태관광에 대한 소비자 태도에 유의한 영향을 주는 것으로 나타났는데, 이는 소비자태도가 자아일치성과 동물복지에 대한 관심에 의해 형성될 수 있음을 의미한다. 더 나아가서 생태관광에 대한 소비자태도와 행동의도 간의 관계에서 지각된 행동통제의 조절효과는 유의하지 않은 것으로 나타났으나, 생태관광에 대한 소비자의 생태학적 가치, 동물복지관심, 자아일치성과 방문의도 간의 관계에서 소비자태도의 매개효과는 생태적 가치의 생물권 가치, 심미적 가치, 동물복지관심, 자아일치성 중 실제적 자아일치성과 방문의도 간의 관계에서 유의한 것으로 나타났다. 이를 통해 본 연구는 생태관광과 관련된 요인을 통합함으로써 VAB 모델의 활용성을 제고하고, 마케팅 담당자 및 정책 입안자에게 생태관광 활성화에 유용한 소비자정보를 제공하고자 하였다.

Abstract

This study explores Chinese consumer behavior in the context of animal-based ecotourism by extending the Value-Attitude-Behavior(VAB) model. The research incorporates ecological values, concerns for animal welfare, and self-congruity to evaluate their influence on consumer attitudes towards animal welfare and their intentions to visit ecotourism sites featuring animals. Findings reveal that ecological values—specifically biospheric and aesthetic values—significantly enhance positive attitudes towards animal welfare, which in turn strongly influence visitation intentions. Furthermore, these attitudes are directly shaped by self-congruity and concern for animal welfare. The findings indicate that this behavioral intention has a significant influence on willingness to pay a premium. Additionally, interest in animal welfare and self-congruence (actual, ideal, social) were found to have a statistically significant effect on consumer attitudes, suggesting that consumer attitudes may be shaped by self-congruence and interest in animal welfare. Furthermore, while the moderating effect of perceived behavioral control was not significant in the relationship between Chinese consumers' attitudes and behavioral intentions toward animal-based ecotourism, the mediating effect of consumer attitudes was significant in the relationship between ecological values, interest in animal welfare, self-congruence, and intention to visit. Specifically, this mediating effect was significant in the relationship between actual self-congruence and intention to visit, among the ecological values(biospheric value, aesthetic value), interest in animal welfare, and self-congruence. This study contributes to the theoretical development of the VAB model by integrating factors pertinent to ecotourism and offers practical insights for marketers and policy makers.

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