MZ세대의 소비가치가 해양관광지 선택속성과 행동의도에 미치는 영향

• 영문명: Effect of Consumption Value of MZ Generation on Selection Attributes and Behavioral Intentions of Marine Tourist Destinations
• 발행기관: 한국해양관광학회
• 저자명: 최동희(Dong-Hee Choi)
• 간행물 정보: 『해양관광연구』제18권 제2호, 331~345쪽, 전체 15쪽
• 주제분류: 사회과학 > 관광학
• 파일형태: PDF
• 발행일자: 2025.06.30

국문 초록

This study conducted a survey from March 11 to April 4, 2025 to reveal the effect of the MZ generation's consumption value on the selection attributes and behavioral intentions of marine tourist destinations, and 271 copies of the questionnaire were used for empirical analysis. As a result of the analysis, consumption value was found to be five factors: situational value, functional value, emotional value, rare value, and social value, and marine tourist destination selection attributes were found to be cost and convenience, translational attractiveness, information provision, and experiential activity, and behavioral intention was found to be a single factor. And it was found that emotional value, situational value, and functional value among consumption value factors affect all factors of marine tourist destination selection attributes, and situational value, emotional value, and functional value affect behavioral intention. Finally, it was found that among the attributes of selection of marine tourist destinations, regional attractiveness and experience activities had a great influence on behavioral intention. This study is considered to be the basic data for establishing a differentiated marketing decline suitable for the MZ generation.

목차

Ⅰ. 서 론

Ⅱ. 이론적 연구

Ⅲ. 연구방법

Ⅳ. 분석결과

Ⅴ. 결론과 제언

참고문헌

키워드

MZ세대 소비가치 해양관광지 선택속성 행동의도 MZ Generation Consumption Value Selection Attributes Marine Tourist Destinations Behavioral Intentions