무장애 관광의 지각된 가치, 도시이미지, 태도, 재방문의 도 및 추가지불의도 간의 영향 관계 - VAB 모델 적용 -

Abstract

This study analyzes relationships among perceived values, city image, attitude, revisit intention, and additional payment intention in barrier-free tourism by applying the Value-Attitude-Behavior model. Data from 271 barrier-free tourists who visited designated tourism sites in Jeju Special Self-Governing Province were analyzed using multiple regression. Results showed emotional and social values had significant positive effects on attitudes toward barrier-free tourism, while functional value did not show significant influence. Both emotional and functional values significantly affected cognitive and emotional city images, whereas social value did not. City image positively influenced attitudes toward barrier-free tourism, with emotional image having stronger impact than cognitive image. Positive attitudes increased both revisit intention and additional payment intention. These findings suggest emotional elements play a crucial role in barrier-free tourism, indicating tourism strategies should focus on both functional accessibility and creating emotional experiences. This study expands barrier-free tourism research from a welfare-centered approach to a consumer behavior perspective. The findings provide valuable practical implications for tourism policymakers and businesses developing inclusive tourism environments in an aging society.