농촌관광 상호작용의 정서 및 행동 효과 분석: 사회교환이론을 중심으로

초록

This study utilizes Social Exchange Theory to investigate the structural relationships among social interaction, emotional solidarity, place attachment, localism, and tourists’ citizenship behavior in the context of rural tourism. Drawing on a research model informed by prior studies, a survey was conducted, yielding 370 valid responses from domestic participants with rural tourism experience. The data were analyzed using a structural equation model. The findings demonstrate that sincere social interactions among rural tourists positively influence both emotional solidarity and place attachment. Additionally, emotional solidarity significantly enhances both localism and tourists’ citizenship behavior. Place attachment also has a positive impact on localism and tourist’ citizenship behavior. This study makes a theoretical contribution by exploring the emotional and behavioral outcomes of social interactions as perceived by tourists in rural tourism settings, shedding light on their reciprocal effects. Practically, the research identifies the positive impact of social interactions on tourists’ consumption and citizenship behavior, providing valuable insights and foundational data to support the revitalization of rural tourism.

키워드