Korean DMZ tourists' perceived similarity and shared beliefs in predicting place attachment and support for tourism development

Abstract

Given the growing interest in the Korean Demilitarized Zone (DMZ) as a tourism destination, this study investigated DMZ tourists' place attachment and tourism development support, by identifying the importance of perceived similarity and shared beliefs in symbolic, touristic, and preservation values. Using survey data collected from 378 DMZ tourists, this study revealed that perceived similarity was a significant antecedent of shared beliefs, which further influenced place attachment and support for tourism development. In particular, shared touristic value had a direct impact on place attachment, while symbolic and preservation values influenced tourism development support only. This study adds to the burgeoning research on DMZ tourism and offers a unique approach to evaluate destination values from tourists' sociological perspectives. This study suggests managerial guidance on how the destination can develop the DMZ as a tourism destination, concerning tourists’ perspectives and shared beliefs highlighting key values associated with the place. • Tourists' perceived similarity predicts shared beliefs about Korean DMZ. • DMZ tourists' shared beliefs include symbolic, touristic, and preservation values. • Shared touristic values influence place attachment. • Shared symbolic and preservation values predict tourism development support. • Place attachment significantly mediate touristic values and tourism development.