경북 지역 워케이션 관광경험이 만족, 지역 재방문의도 및 e-WOM에 미치는 영향
The Impact of Workation Tourism Experience in Gyeongbuk Region on Satisfaction, Local Revisit Intention, and e-WOM
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초록
한국은 인구감소로 인한 지역소멸 위기를 겪고 있으며 경북은 이 문제가 가장 심각한 지역이다. 관광분야에서는 워케이션을 통한 생활인구 유입으로 지역소멸을 완화하려는 정책을 시도하고 있다. 그럼에도 워케이션이 실질적으로 지역소멸 완화에 기여하는지에 대한 규명은 이루어지지 않고 있다. 이에 따른 이 연구의 목적은 경북 지역의 워케이션 관광경험이 만족, 지역 재방문의도 및 e-WOM에 미치는 영향을 규명하는 것이다. 연구대상지는 생활인구 유입이 가장 적은 경북의 안동, 문경, 상주로 선정하였다. 조사방법은 설문조사법을 활용하였으며 유효표본은 204부가 확보되었다. 분석방법은 기술통계 분석, 확인적 요인분석, 구조방정식모델 분석을 활용하였다. 분석 결과 첫째, 워케이션 관광경험 중 지역중심 관광경험, 주도적 관광경험, 여유로운 관광경험은 만족에 유의한 정(+)의 영향을 미치는 것으로 나타났다. 둘째, 만족은 지역 재방문의도 및 e-WOM에 유의한 정(+)의 영향을 미치는 것으로 나타났다. 이러한 결과는 지역 특성이 잘 반영된 마케팅을 통하여 워케이션 관광객을 유치하여야 한다는 점을 시사한다. 이 연구의 결과는 초기 단계에 머물러있는 워케이션 연구에 대한 초석을 제공하고 지역관광활성화에 기여할 수 있으리라 기대된다.
Abstract
Korea is facing a critical crisis of regional depopulation, with Gyeongbuk being the hardest-hit region, experiencing the most severe population decline. In response, various tourism policies are being implemented to counteract regional depopulation. However, it remains uncertain whether such efforts contribute to mitigating the problem of regional extinction. This study investigates the impact of workcation tourism experiences on visitor satisfaction, local revisit intentions, and electronic word-of-mouth (e-WOM). The research focuses on three areas within Gyeongsangbuk-do: Andong, Mungyeong, and Sangju, which have witnessed the lowest influx of permanent residents. A total of 204 valid survey samples were collected, and the study employed descriptive statistical analysis, confirmatory factor analysis, and structural equation modeling for analysis. The findings indicate localized, autonomous, and relaxing tourism experiences significantly enhance visitor satisfaction. Moreover, satisfaction has a substantial positive influence on both local revisit intentions and e-WOM. These results underscore the importance of incorporating local attributes into marketing strategies to attract workcation tourists. This study offers a foundation for further exploration in the emerging field of workcation research and holds the potential to invigorate local tourism.
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- "경북 빅데이터 통합 포털"[URL]
- "법제처 국가법령정보센터"[URL]