가치-기대 모델에 기반한 완도 해양치유센터 방문자의 재방문의도 분석: 구조방정식(PLS-SEM)과 퍼지셋질적비교분석(fsQCA)을 통한 분석

초록

This study aims to identify the factors influencing revisit intention of visitors to the Wando Marine Healing Center. Specifically, it examines how managerial factors such as service quality, individual perceptions of health benefits, and regional characteristics, particularly the perceived fit between the marine healing program and the destination, affect revisit intention. To this end, the study employs partial least squares structural equation modeling (PLS-SEM) alongside fuzzy-set qualitative comparative analysis (fsQCA). The PLS-SEM results show that responsiveness, assurance, and empathy exert significant positive effects on perceived benefits, while perceived fit moderates the relationship between perceived benefits and revisit intention. In contrast, the fsQCA results reveal that tangibles and reliability, which were not significant in PLS-SEM, can still lead to revisit intention when combined with other conditions. Three distinct solutions are identified through the fsQCA, with perceived benefits consistently emerging as a core causal condition across all solutions. Theoretically, the study contributes to the literature by integrating the roles of service quality, the value–expectancy framework, and destination-specific characteristics. Methodologically, it demonstrates the complementary use of PLS-SEM and fsQCA. Practically, the findings provide critical insights for the operation and marketing strategies of the Wando Marine Healing Center as well as future marine healing centers under development

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