디지털 기술의 지속적인 발전에 따라 가상 관광과 디지털 문화유산 탐방은 실제 관광을 보완하는 중요한 수단으로 자리 잡고 있다. 본 연구는 기술수용모델(Technol ogy Acceptance Model, TAM)을 적용하여 인지된 용이성, 인지된 유용성, 외부 변 수 측면에서 가상 관광 체험의 성과를 살펴보고, 이러한 요인들이 사회와 온라인 환 경에서의 커뮤니케이션 효과에 어떠한 영향을 미치는지 살펴보고자 한다. 이에 본 연구는 관련 대상자와의 심층 인터뷰를 실시한 연구 결과를 보면 인지된 용이성과 인지된 유용성이 이용자의 가상 관광 체험 수용과 홍보에 영향을 미치는 주요 요인 으로 밝혀졌다. 그리고 대영박물관, 바티칸 박물관, 스미소니언 자연사 박물관, 운강석굴 등 다양한 가상 관광 플랫폼의 사례도 분석하였다. 본 연구는 가상 관광 연구 에 대해 새로운 관점을 제시하고 가상 관광을 효과적으로 설계하는 방법에 대해 의 견을 제안하였다. 또한, 문화유산 가상 관광의 전파 및 홍보를 위한 이론적인 지침과 실제적인 조언을 제시하였다.

The sustainable development of livelihood is of great significance to improve the livelihood of farmers. It‘s necessary to broaden farmers’ livelihood strategy choices. Intangible cultural heritage tourism diversifies livelihoods and improves stability of farmers‘ lives. Taking Yangjiabu Folk Art Park and Red Sorghum Movie City as research objects, this study uses sustainable livelihood analysis framework, in-depth interviews, and participatory observation methods to explore the impact of intangible cultural heritage tourism on sustainable livelihoods, providing reference for rural development in need of enriching livelihood strategies. The research finds that different paths of intangible cultural heritage tourism lead to different accumulation of livelihood capital. Therefore, when planning and developing intangible cultural heritage tourism, rural areas should solve the shortage of livelihood capital brought by different types of development paths, promoting sustainable development of intangible cultural heritage tourism and farmers’ livelihoods. Secondly, in the process of rural development of intangible cultural heritage tourism, there is a mutual transformation and substitution, mutual influence and restriction relationship between different livelihood capital. Rural development of intangible cultural heritage tourism needs to consider the relationship between various livelihood capital, ensuring they can promote each other and coordinate development.

This project adopts the grounded theory research method. It takes consumers as the research object. It focus on the motivating factors that influence Chinese tourist who concerns health and wellness. The study found that the factors that motivate Chinese consumers to make health and wellness tourism consumption decisions include three main categories: excellent ecological living environment, adequate living security conditions, and compliance with psychological expectations. Based on this, a scientific path for the development of China's health care enterprises is proposed. This topic innovates the research methods and perspectives of health and wellness tourism, which is helpful for health and wellness tourism enterprises to formulate scientific development plans and improve corporate innovation and performance levels.

최근 국민 삶의질 향상, 여가 활동 다변화, 인구구조의 변화 등으로 관광수요 증가 및 관광활동이 다양화되고 있다. 특히 연안 도시의 경우, 육상 관광 요소와 해양관광 요소가 공존하는 지역으로 다양한 요인이 관광수요에 영향을 미치고 있다. 본 연구 목적은 본 연구는 행위자 기반의 데이터를 활용하여 관광규모의 시계열 분석을 통해 예측 정확도를 향상시키고, 영향요인을 탐색하고자 한다. 연구 대상은 부산 지역 내 기초자치단체이며, 데이터는 월단위의 관광객수와 관광소비금액을 활용하였다. 연구방법으로 확정적(결정적) 모형 인 단변량 시계열 분석과 영향요인을 파악하기 위해 SARIMAX 분석을 수행하였다. 영향요인은 관광소비성향을 설정하였으며, 업종별 소 비금액과 SNS 언급량을 중심으로 설정하였다. 연구결과 COVID-19를 고려하지 않은 시계열 모형과 고려한 모형 간의 정확도(RMSE 기준) 차이가 지역별로 최소 1.8배에서 최대 32.7배 향상되었다. 또한 영향요인을 보면 관광소비업종과 SNS 트렌드가 관광객수와 관광소비금액 에 유의한 영향을 미치고 있다. 따라서 미래 수요예측을 위해서는 외적 영향을 고려하고, 관광객의 소비성향과 관심도가 지역관광 측면에 서 고려 대상이 된다. 본 연구는 연안도시인 부산 지역의 미래 관광수요 예측과 관광규모에 미치고 있는 영향요인을 파악하여 정부 관광 정책 및 관광추세를 고려한 관광수요태세 마련을 위한 정책 의사결정에 기여하고자 한다.

민속문화는 중요한 관광자원으로서 지역의 경제발전을 효과 적으로 촉진하고 민속문화를 보호하여 홍보하며 지역의 관광 경쟁력을 높일 수 있다. 그러나 현실적으로 민속관광 개발은 민속문화에 부정적인 영향을 미칠 수 있다. 예를 들면, 외래문 화가 관광지 문화에 미치는 문화적 충격, 과도한 개발로 인한 민속유산 훼손, 민속풍토의 동화, 민속문화의 저속화 등의 문제 가 생긴다. 본 논문은 중국 민속관광의 발전과 민속문화의 보 호를 위하여 네 가지 요구 사항을 제시한다. 즉, 개발과 보호, 전승과 발전 간의 관계를 올바르게 처리하고, 지역 실정에 따 라 관광자원을 개발하고, 정책적인 지도를 강화하여 지역사회 에서 민속문화 보호에 대한 인식을 높임이다. 아울러 전문 인 재를 양성하여 민속문화에 대한 연구와 전승을 확대해야 한다 는 결론을 도출하였다.

본 연구는 한중일 문화와 무슬림 관광수요와의 인과관계를 실증적으로 규 명하고 무슬림 관광객 유치 경쟁력 개선을 위한 한국의 전략적 시사점을 제 공하는 것을 목적으로 하고 있다. 연구대상 무슬림 국가는 한국과 중국, 일본 을 방문하는 비중이 높은 동남아시아 지역의 말레이시아와 인도네시아로 선 정하였으며 연구 조사 기간은 2006년서 2018년까지로 한정하였다. 본 연구의 국제관광수요 모형에서는 정량적 요인으로 소득, 가격을 선정하 였고 정성적 요인으로는 문화 요인인 문화적 거리를 사용하였다. 문화적 거리 는 홉스테드 문화차원 점수를 활용하여 KSI(Kogut & Singh Index)방식으로 계 측하였다. 연구모형은 고정효과 최소제곱법(OLSFE)으로 추정했는데 이는 패널 고정효 과 모형의 특수 형태이다. 분석 결과 문화 요인인 문화적 거리가 소득과 가격의 경제적 요인보다 무슬림 관광수요에 더 큰 영향을 미치는 것으로 추정되 었다. 이와 같이 본 연구에서 국제관광수요에 영향을 미치는 요인으로 각국의 문화차이를 나타내는 문화적 거리의 중요성을 파악하였다. 이는 관광지 경쟁 력에 국가문화가 왜 필수인지에 대한 이해를 제공한 것으로 실무적인 측면이 나 학술적인 측면에서 활용할 수 있을 것이다. 주제어: 한중일 문화, 무슬림 관광수요, 문화적 거리, 홉스테드 문화차원, KSI(Kogut & Singh Index).

This study divided the coast of Gyeongsangnam-do into three specialized base areas to revitalize tourism on the southern coast and suggested using AAM for movement within base areas. It analyzes the feasibility of advanced transportation means to revitalize coast tourism. It presents a new perspective and the environmental change in the tourism field. The results of this study are expected to have great implications in that it’s applicable to all marine tourism on the southern coast, including Jeollanam-do and Busan, beyond Gyeongsangnam-do.

Despite the increasing popularity of spiritual tourism, there has not yet been an effort to provide an overview of the growing body of research. Addressing this void, this study employs a systematic literature review of 45 articles to highlight the state of knowledge and important gaps in the field.

Digital technology has been increasingly applied in the traditional tourism forms, including the heritage tourism. However, the role of technology and tradition for attracting tourists in industrial heritage tourism destinations has not been clearly identified. To narrow the research gaps, this study adopted a two stage study, based on grounded theory and factor analyses. In Study 1, through the data analysis of 60 in-depth interviews, 10 stimuli factors in 3 categories were identified. In Study 2, a questionnaire was developed based on the results of Study 1, through exploratory factor analysis (EFA) and confirmatory factor analysis (CFA), we established and tested a model of on-site stimulus factors. Findings can deepen the understanding of industrial heritage tourism from a tourist perspective and offer practical implications.

In the hospitality and tourism sectors, service robots have become increasingly adopted by companies to facilitate frontline service to reduce human labor, improve efficiency and provide better customer experience. In addition, the COVID-19 pandemic has intensified consumers’ demand for service robots to reduce human contact. To better understand the impact of service robots in the service sector, researchers have been examining user behavior of different technologies. While prior empirical studies have mainly focused on utilitarian-based acceptance models, other perspectives, such as the interpersonal relations, have been largely overlooked. With the ubiquitous of social media, people become connected but alone, leading to negative effects on interpersonal relations.

This research examines how voluntary simplicity lifestyle can mediate the tourists’ COVID-19 anxiety and the tourism motivation during the COVID-19 pandemic and demonstrates how resilience can moderate the effect of the anxiety and pull motivations. The results show the effects of mediation and moderation on the relationship between anxiety and tourism motivations.

Gastro-tourism extends beyond what to eat, but also the attractiveness and the environment. It encompasses a tourist experience journey starting from pre, during, until post-travel. Gastro tourism in the new normal engages with traditional vs novel value of experiences. This study aims to answer how Gen Z experiences gastro tourism and the impact of digital technologies using surveys on Tiktok Ads followed by an experiment with an immersive culinary adventure using 3D visual technology.

The wellness travel industry faces a curious challenge: it experiences high consumer demand for indigenous experiences while also facing growing accusations of cultural appropriation of authentic practices. According to the Global Wellness Summit (2023), “hyper-indigenous” wellness travel is a global trend for 2023, as travelers seek the source of ancient healing knowledge. However, many of these cultural practices have already spread across national borders like the turmeric latte served in Western retreats or yoga that is practiced globally, leading to an established yoga tourism market (Market Research, 2022). How can these conflicting realities, rooted in the concept of authenticity, be reconciled? This study aims to explore this research question by analyzing two wellness narratives: one that commodifies ingenious practices outside their original borders and another that safeguards them within national and cultural boundaries.

The research examines the influence of emotions on tourists’ visit intention towards sustainable tourism and evaluation by using the application of an electroencephalogram (EEG). This method can give objective information about tourist emotion reactions towards sustainable tourism experiences that will drive tourists’ visit intention. The main research objective was to observe and evaluate consumer’s brain activity in different brain regions while they were being exposed by sustainable tourism experiences as stimuli. The participants consists of 30 local and foreign tourist, have normal vision, right-handed, and are considered as potential visitors of sustainable tourism destination. The participant’s brain activity was collected using neuroheadset (EEG) with an international 10/20 system. Analyzing of tourists’ emotions may help marketers to build their customer's experience and reach their target markets more effectively and develop strategies to ensure that the consumer’s attracted.

The attitude-behavior gap and intention-behavior gap has not been research extensively. The purpose of this study is to provide a review of moderating or mediating factors on the relationship between intention or attitude and behavior of sustainable tourism. Intention was defined as the degree of a human being’s resolve to perform a certain action. The construct ‘Intention” has been used widely in some theories like the Theory of Planned Behavior. Researchers usually include the intention construct into their research framework to explain the theoretical mechanism. Sustainable or ecological tourism education has been implemented for years and empirical evidence provides us that almost all tourists are alerted to the importance of sustainability. There is a great challenge that tourists’ behavior might not concur with their intention. Policymakers and marketers really want to know the real factors affecting the association between the intention and behavior of sustainable tourism. Tourists’ purchase intention is a rational process and is affected by safety. Tourist behavior is associated with price and service environment which is a mixture of rational and emotional considerations.

This study will explore the paradoxical tension influencer face when promoting sustainable luxury leisure activities for sponsoring brands. Social media influencers play a pivotal role in this advocacy as luxury consumers are inspired to associate themselves with sophisticated social values, superior social status, or differentiate themselves from others with lower esteem. However, the commodification of their influence to stimulate consumption amongst their audience and followers creates paradoxical tensions between their brand performance, economic incentives, and ethical socio-ecological outcomes. Despite numerous studies have been undertaken to examine the role of influencers in sustainable luxury tourism, there is still a need for understanding of how influencers negotiate the paradoxical tensions arising from (a) sustainability and luxury; (b) instrumental goals and personal brand identity. Data sources for this study include influencer interviews and social media contents created by the influencers, such as video, blog posts and tweets.

Instagram marketing is a popular tool for communication in the tourism industry. However, research into effective execution tactics has been limited to the content, recipient characteristics, and sender types (e.g., celebrities) (i.e., Ferwerda & Tkalcic, 2018; Jin et al., 2019; Singh, 2020). The layouts of Instagram ads themselves have received little scholarly attention. Instagram ads typically convey multiple pieces of information in a single advertisement unit, raising concerns about the significance of the order in which the information is presented. Specifically, we must understand how different orders of presenting information affect a firm’s performance. Therefore, this study investigates the effect of presentation order on consumer behavioral intentions toward tour programs promoted on Instagram.

The objective of this study is to compare the efficiency of VR and 2D in the tourism industry as marketing tools, using affective forecasting and purchase intention. Accordingly, this study has two primary research aims. The first is to examine if a higher level of mental imagery (resulting from VR) is more effective than a lower level (2D) in a tourism marketing context. To evaluate this, the researchers use experimental method, measuring predicted dominance, predicted pleasure and predicted arousal, as well as purchase intention towards the hotel. Relevant to the tourism industry, tourism products are spatially and temporally distant (vs. near). This study aims to investigate how differently mental imagery, resulting from VR (versus 2D) experience, generates affective forecasting of a tourism product when tourists plan distant (versus near) future trips (temporal distance).