한국관광안전인식에 따른 국가이미지, 태도 및 행동의도에 관한 연구

Abstract

최근까지 발생하고 있는 테러, 전쟁, 전염병, 자연재해 등으로 인하여 관광객의 안전 및 보호 문제가 국제적인 이슈로 등장하게 되었다. 관광객의 안전을 위협하는 이러한 요인들은 부정적인 국가이미지를 낳게 되고 결국 국제 관광수요의 감소를 발생시키게 된다. 즉 관광안전에 대한 위협은 위험국가에 대한 관광객의 태도와 관광행동에 선행되는 행동의도에 많은 제약을 가져오게 된다. 본 연구의 공간적 배경인 한국은 북한과 정치적 갈등의 골이 깊은 상황으로 전쟁·테러의 위협이 산재해 있으며 그 밖에 관광객과 관련된 각종사고, 전염병, 범죄 등과 같은 안전을 위협하는 요소들이 꾸준히 발생하고 있다. 이에 한국의 관광안전 수준과 국가이미지를 관광객의 인식을 통하여 알아보고 그에 따른 한국에 대한 태도와 방문의도의 영향관계를 연구하는 것은 관광정세나 학문적 관점에서 매우 중요한 의미를 가진다. 이러한 시의성을 반영하여 본 논문은, 방한 일본·중국 관광객을 대상으로 한국의 관광안전인식, 국가이미지, 한국에 대한 태도, 행동의도를 조사한 후 이 요인들의 연결된 영향관계를 파악하였다. 그리고 관광객 유형과 한국방문 경험에 따라서 안전인식이 행동의도에 조절변수로서 영향을 미치는지를 살펴보았으며, 부가적으로는 국적, 관광유형, 위해경험, 방문경험에 따른 각 요인별 차이점을 비교하였다. 이를 통하여 한국의 관광안전실태에 따른 관리방안과 개선방안을 제시하고, 국가이미지를 우호적으로 증진시킬 수 있는 마케팅 전략을 제시하는데 궁극적인 목적을 갖는다. 연구결과 일본·중국 관광객 특성에 따라 한국관광안전인식, 국가이미지, 한국에 대한 태도, 행동의도에 부분적으로 유의한 차이점이 발견되었고, 이 변수들 간의 영향관계에서도 부분적으로 유의한 영향관계가 입증되었다. 본 연구는 관광안전에 관한 기존의 관리·정책적인 연구와 달리 국제관광객의 인식을 통하여 한국의 관광안전 실태를 점검하고, 이에 따른 국가이미지와의 영향관계를 규명하고, 관광객의 의사결정까지 확장시켜 영향력을 검토하였다는데 그 의의가 있다고 할 수 있다. 향후 지속적인 연구와 보안을 통해 ‘안전한국’의 국가이미지로 발전하는데 도움이 될 수 있도록 많은 연구자들의 노력이 필요할 것이다.| Due to terrorism, wars, epidemics, and natural disasters, tourists' safety and protection problem is becoming a global issue. These kinds of threats which harms tourists could form negative image for the nation and therefore possibly reducing profits from national tourism. Therefore, threats to tourism safety would cause to constrain behavior intention for attitudes and tourism behavior of tourists. South Korea, the spacial background in this paper, has been suffering political conflicts with North Korea, therefore having potential war or terrorism and other threats such as any tourism accidents, epidemics, and crime. Therefore acknowledging Korea's tourism safety level and national image from the tourist's cognition and studying behavior against Korea and their visiting purpose is very important in tourism situation and academic point of view. Reflecting this kind of timeliness, Japanese and Chinese tourists in Korea are surveyed to obtain informations on Korea's tourist safety awareness, national image, attitude to Korea, and behavioral intention to find their relationships in this paper. Then, the fact whether safety awareness due to tourist type and Korea visitation experience will affect as a moderating effect has been examined. Moreover, differences in aspects from nationality, tourism type, hazard experience and visitation experience have been compared. By this kind of process, managing plan and improvement plan from Korea's tourism safety condition can be proposed, and ultimate objective will be fulfilled, which is proposing a marketing plan which will positively increase the national image. From the results, meaningful differences of the cognition of Korea tourism safety, national image, attitude against Korea and behavioral intention from characteristics of Japanese·Chinese tourists have been found, and their relationships also affected such factors. Differing from common political·management researches, this paper possibly proposed significant results since it inspected Korea's tourism safety condition from national tourist's cognition, investigated interrelationships between these factors and national image, and expanded to the tourist's decision-making in order to examine influential power. Further researches and reinforcement should be made in order to develop the national image to 'Safe Korea'.; Due to terrorism, wars, epidemics, and natural disasters, tourists' safety and protection problem is becoming a global issue. These kinds of threats which harms tourists could form negative image for the nation and therefore possibly reducing profits from national tourism. Therefore, threats to tourism safety would cause to constrain behavior intention for attitudes and tourism behavior of tourists. South Korea, the spacial background in this paper, has been suffering political conflicts with North Korea, therefore having potential war or terrorism and other threats such as any tourism accidents, epidemics, and crime. Therefore acknowledging Korea's tourism safety level and national image from the tourist's cognition and studying behavior against Korea and their visiting purpose is very important in tourism situation and academic point of view. Reflecting this kind of timeliness, Japanese and Chinese tourists in Korea are surveyed to obtain informations on Korea's tourist safety awareness, national image, attitude to Korea, and behavioral intention to find their relationships in this paper. Then, the fact whether safety awareness due to tourist type and Korea visitation experience will affect as a moderating effect has been examined. Moreover, differences in aspects from nationality, tourism type, hazard experience and visitation experience have been compared. By this kind of process, managing plan and improvement plan from Korea's tourism safety condition can be proposed, and ultimate objective will be fulfilled, which is proposing a marketing plan which will positively increase the national image. From the results, meaningful differences of the cognition of Korea tourism safety, national image, attitude against Korea and behavioral intention from characteristics of Japanese·Chinese tourists have been found, and their relationships also affected such factors. Differing from common political·management researches, this paper possibly proposed significant results since it inspected Korea's tourism safety condition from national tourist's cognition, investigated interrelationships between these factors and national image, and expanded to the tourist's decision-making in order to examine influential power. Further researches and reinforcement should be made in order to develop the national image to 'Safe Korea'.