개인의 환경관심과 생태관광 구매의도에 관한 연구: 개인-자연 상호연결성의 조절효과를 중심으로

초록

This paper explored consumers' ecotourism purchasing intention and factors influencing the ecotourism purchasing intention, including' environmental concern, ecotourism attractiveness and the ecotourism purchasing intention. First, this study investigated how environmental concern affected ecotourism attractiveness, and then analyzed how ecotourism attractiveness influenced the ecotourism purchasing intention. Last, this study is to examine how the relationships among environmental concern, ecotourism attractiveness and the ecotourism purchasing intention are moderated by Inclusion of nature in the self. The data were obtained from a questionnaire handed out to a random sample of 760individuals. With the information obtained, and after the scales validation process, a structural equation analysis has been conducted. The analysis results indicate that altruistic concern affects ecotourism attractiveness. According to the analysis, ecotourism attractiveness affect the ecotourism purchasing intention. In addition, the results show that the relationships among altruistic concern and ecotourism attractiveness are moderated by Inclusion of nature in the self. Finally, based in the findings of this study, theoretical contribution and managerial implications are discussed.

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