해석수준이론을 통한 친환경 관광행동 영향분석: 실험기법 적용

초록

The purpose of this study was to analyze the differences of pro-environmental tourism behavior intentions under control conditions of tourists’ psychological distance and problem awareness of climate change. As a result, there was a significant interactive effect between temporal distance, social distance, and problem awareness of climate change. In the group with a low level of problem awareness of climate change, pro-environmental tourism behavior intentions was highest when temporal distance to the message was far, and social distance was far as well. However, in the group with a high level of problem awareness of climate change, pro-environmental tourism behavior intentions was highest when temporal distance to the message was far, but social distance was close. Therefore, messages should be presented in different ways according to the level of problem awareness of climate change. Messages focused on the desirability of “what to do” to reduce the problem of climate change for human beings in the future should be given to the group with a low level of problem awareness of climate change, while messages focused on the feasibility of “how to do” to reduce the problem of climate change in the future should be given to the group with a high level of problem awareness of climate change.

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