워라밸 인식과 관광체험, 관광태도, 관광행동 의도 간의 영향관계 연구 : 사회경제적 지위에 따른 조절효과

Abstract

Since the introduction of the 52-hour workweek rule in South Korea, an increasing number of employees are pursuing a work–life balance (WLB). This has led to an increase in demand for tourist activities; however, the relationship between WLB and tourism has not been explored. To provide customized tourist services, the types of tourism experiences preferred by individuals who pursue a WLB need to be understood. The purpose of this study was therefore to determine such individuals’ perceptions of WLB and its impact on four types of tourism experiences (entertainment, escapist, aesthetic, educational), attitudes toward tourism, and visit intentions. Furthermore, since WLB and the type of tourist activity are often determined by socioeconomic status, income and education were included as moderating variables. The data were analyzed using structural equation modelling and a multigroup invariance test. The results revealed that, while all four types of tourism experiences were positively explained by WLB, the experiences that contributed to visit intentions were the entertainment and escapist factors. Lastly, different relationships were found between the high/low education and income groups. The theoretical and practical implications are discussed.