내국인 관광객의 환경인지 요인이 친환경 행동에 미치는 영향 : 맥락적 요인의 조절효과를 중심으로

초록

The purpose of this study is ⑴ to identify the environment-related cognitive factors affecting the pro-environmental behaviors of tourists, and ⑵ to check whether tourists’ environment-related cognitive factors affect the pro-environmental behaviors according to contextual factors. This study was conducted using a self–filling questionnaire survey for Koreans who visited Nami Island within the last three months from September 20th to October 20th, 2018. A total of 353 questionnaires were used for the analysis excluding undependable and missing questionnaires. This study used frequency analysis, descriptive statistics, exploratory factor analysis, reliability analysis, correlation analysis, multiple regression analysis and hierarchical regression analysis using SPSS 21.0 program. As a result of the exploratory factor analysis, it was found that environment-related cognitive factors appeared as four sub-dimensions of environmental value, environmental concern, environmental awareness, and environmental knowledge. Contextual factors appeared as three sub-dimensions of perceived busyness, perceived wealth, and perceived power. As a result of the hypothesis test, environmental value and environmental knowledge had a positive (+) effect on pro-environmental behavior, and perceived busyness and perceived wealth had significant effects respectively. Therefore, hypotheses 1-a and 1-d were supported and 2-b, 2-c and 2-d were partially supported. This study provides implications for practical alternatives of tourism-related social organization in order to induce and activate pro-environmental behavior in domestic tourist areas.

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