중국캠핑장의 서비스스케이프 장소애착 및 캠핑 지속의도에 관한 연구 - 장소애착의 매개효과 -

초록

This study empirically analyzed the relationship between camping site servicescape, place attachment, and camping continuance intention within the environmental context of camping sites, which have gained prominence as a trend in China’s domestic scene due to the prolonged effects of COVID-19. Additionally, the mediating effect of place attachment in the relationship between servicescape and continuance intention was examined. An online survey targeting Chinese individuals who had camping experiences in the past two years was conducted from September 23, 2022, to September 30, 2022. A total of 269 valid responses were utilized for final analysis, employing descriptive statistics, factor analysis, correlation analysis, and structural equation modeling. The analysis results revealed that the physical servicescape of camping sites had a positive impact on place attachment, with comfort being the most influential factor. Sub-factors of restorative servicescape, namely escape and suitability, were found to positively influence place attachment. Furthermore, camping site place attachment was positively associated with camping continuance intention, and a significant mediating effect of place attachment in the relationship between camping site servicescape and continuance intention was verified. This study could serve as foundational material for shaping policies and industrial development in China’s camping industry within the altered societal environment due to COVID-19. Moreover, it holds potential as a reference for South Korean camping businesses seeking expansion into China.

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