산림 웰니스 관광에서 상생인식이 만족, 행동의도에 미치는 영향 - 협력체계 지각과 체감효과의 매개효과를 중심으로 -

Abstract

This study examines how perceived mutual benefit influences behavioral intention in forest wellness tourism by identifying the specific mediating roles of perceived collaborative governance and perceived impacts. Grounded in social exchange theory, the research proposes that tourists’ recognition of shared benefits with local communities enhances their evaluations of governance processes and experienced outcomes, which subsequently shape satisfaction and behavioral responses. A survey of 400 forest wellness tourists conducted in September 2025 was analyzed using confirmatory factor analysis and structural equation modeling. The results indicate that perceived mutual benefit significantly increases both perceived collaborative governance (β = .790) and perceived impacts (β = .775). These mediators, in turn, positively affect satisfaction (β = .315 and β = .605), which strongly predicts behavioral intention (β = .898). Tourism outcomes exert a stronger effect on satisfaction, underscoring the importance of experiential and outcome-based assessments in wellness tourism contexts. The dual mediation effects were statistically supported, confirming that both governance-related and experience-based evaluations jointly contribute to tourists’ intention formation. This study advances theoretical understanding by offering a more explicit mechanism through which mutual benefit perceptions lead to behavioral intention in forest wellness tourism. Practically, destinations should enhance the visibility of mutual benefits through transparent governance and immersive experiences that reinforce positive community–tourist relationships.