관광객의 DEI 인식이 지역관광 행동의도에 미치는 영향: 인구소멸 지역을 중심으로

• 영문명: The Impact of Tourists’ Perceptions of Diversity, Equity, and Inclusion (DEI) on Behavioral Intentions in Regional Tourism: Focusing on Depopulating Areas
• 발행기관: 강원대학교 경영경제연구소
• 저자명: 양희원(Hee-Won Yang) 전창영(Chang-Young Jeon)
• 간행물 정보: 『아태비즈니스연구』제16권 제3호, 355~372쪽, 전체 18쪽
• 주제분류: 인문학 > 문학
• 파일형태: PDF
• 발행일자: 2025.09.30

국문 초록

Purpose - This study examines how tourists’ perceptions of diversity, equity, and inclusion (DEI) influence their behavioral intentions and willingness to pay (WTP) for tourism in regions affected by population decline. The study adopts the Norm Activation Model (NAM) to explore the psychological mechanisms underlying pro-social tourism behavior. Design/methodology/approach - A survey was administered to 531 tourists who visited depopulated areas in South Korea. Respondents evaluated DEI perceptions, ascription of responsibility, personal norms, behavioral intentions, and WTP using a 7-point Likert scale. Structural equation modeling (SEM) was employed to assess the relationships among the variables. Findings - Tourists’ perceptions of DEI significantly enhanced their sense of responsibility and personal norms. These personal norms, in turn, positively affected both behavioral intentions and WTP. Mediation analysis confirmed that personal norms play a key intermediary role between DEI perceptions and pro-tourism behavior. Research implications or Originality - This study contributes to tourism scholarship by linking DEI perceptions with the NAM framework in the context of shrinking communities. It offers theoretical insights into how DEI awareness shapes ethical behavior and economic support for regional sustainability, providing practical implications for destination management in demographically challenged areas.

목차

Ⅰ. 서론

Ⅱ. 이론적 배경

Ⅲ. 연구방법

Ⅳ. 분석결과

Ⅴ. 결론 및 시사점

References

키워드

DEI(Diversity Equity Inclusion) Norm Activaition Model Regional Depopulation