청년 관광객의 친환경 규범이 관광지에서의 친환경 행동에 미치는 영향 연구

Abstract

Youth tourism differentiates itself from the concept of traditional tourism by the distinctive profile of its participants. The purpose of this study is to analyze the effect of ecological norms on youth traveler's ecological behavior intention and pro-environmental behavior while traveling to tourist destinations. An online survey was conducted for youth travelers who visited tourist destination within the last two years. The verified norm activation model (NAM) and the theory of planned behavior(TPB) were used to explain interrelationships among the variables. Structural equation modeling was utilized for data analysis. The findings show that youth traveler's perceptions of ecological problems, awareness of consequence, and subjective norms had a significant effect on the personal ecological norms; however, perceived behavioral control did not have a significant effect. The relationship between youth traveler's personal ecological norm, ecological behavior intention, and pro-environmental behaviors all formed a significant influence. Tourism managers should elicit youth traveler’s ecological behavior intentions to improve personal ecological norms and preserve the environment of local tourist attractions. This study contributes to destination researchers’ and practitioners’ understanding of youth traveler pro-environmental behavior in the youth tourism context.