템플스테이 미경험자의 가치 기반 태도, 방문의도 분석: 이중처리접근을 통한 암묵적⋅명시적 가치 탐구

초록

This study explores strategies to attract potential participants by analyzing the intrinsic values, attitudes, and visit intentions of individuals who have never experienced Templestay programs. Based on Schwartz's model of personal values and dual-process theory, both explicit and implicit values were assessed using the Affective Misattribution Procedure (AMP) and self-report surveys. As a result of the study, benevolence was identified as the most important value in the self-report survey, while tradition emerged as the most salient value in the AMP. Multidimensional scaling analysis showed that tradition, self-direction, and hedonism were positioned closely together, indicating the possibility of coexistence among diverse values. The AMP-based regression model demonstrated higher explanatory power and predictive accuracy than the survey-based model. Hedonic value negatively influenced attitudes toward templestay, while traditional value had a positive effect. These findings highlight a potential gap between the value-based expectations of non-experienced individuals and the perceptions of actual participants. Theoretically, this study presents a new approach to predicting potential consumer behavior by integrating explicit and implicit value assessments; practically, it calls for Templestay programs that balance tradition, modernity, and autonomy. Overall, it contributes to value-based tourism research and demonstrates the practical utility of implicit measurement tools for designing effective programs targeting non-experienced participants.

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