개인 가치가 관광지 선택속성에 미치는 영향 연구

The Effect of Personal Value On Attributes of Selecting Tourism Destination: Focused on Z Generation Japan Traveler

Purpose The purpose of this study is to explore the effect of personal value on attribute of selecting tourism destination. Design/Methodology/Approach For this study, a total of 168 survey questionaries were distributed to participants that meets the following two conditions; first, they need to be travelers in their twenties who are called Generation Z, second, they need to have at least one experience of traveling to Japan as adults, to make it clear that they selected the destination. Survey was conducted from June of 2019 to April of 2021 in Seoul and Gyeongsangbuk-do Province. After coding process, exploratory factor analysis, reliability test, correlation analysis, and regression analysis were accomplished. Findings As a result, it was analyzed that success-oriented value influenced on safety factor of attribute of selecting tourism destination. Also, success-oriented value influenced on nature factor of attribute of selecting tourism destination. Thus, it was verified that personal value influenced on attributes of selecting tourism destination. Research Implications This research is expected to broaden the studies of personal value as its importance has increased with the rise of the importance of market segmentation in marketing section by providing theoretical and empirical consideration. It is also expected to provide operational marketing implications for employees of tourism corporations, who are suffering from Covid-19 and preparing new business marketing for post-Corona era.