웰니스관광 서비스스케이프가 관광태도와 장소애착에 미치는 영향

Abstract

This study aims to empirically analyze the effects of servicescape and place attachment perceived by tourists visiting wellness tourist destinations on tourism attitudes. This is expected to expand the applicability of servicescape theory in the field of wellness tourism academically and provide practical implications for tourism development and marketing strategies in practice. Therefore, the purpose of this study is as follows. First, it analyzes whether the wellness tourism servicescape has a significant effect on tourism attitude. Second, it examines the effect of the wellness tourism servicescape on location attachment. Third, it is intended to empirically analyze the effect of place attachment on tourism attitudes. Among the wellness tourism servicescape, convenience and appearance were found to have a significant positive (+) effect on cognitive attitudes, comfort was found to have a significant positive (+) effect on emotional attitudes, and comfort was found to have a significant positive (+) effect on behavioral attitudes. Accordingly, Hypothesis 1 was partially adopted. It was found that among the wellness tourism servicescape, comfort had a significant positive (+) effect on place dependence, and convenience and courtesy had a significant positive (+) effect on place identity. Accordingly, Hypothesis 2 was partially adopted. Among place attachments, both place dependence and place identity were found to have a significant positive (+) effect on cognitive attitudes, and both emotional attitudes were also found to have a significant positive (+) effect. Therefore, hypothesis 3-2 was adopted, and finally, the results of the study were found to have a significant positive (+) effect on all behavioral attitudes. Accordingly, hypothesis 3 was adopted.