MZ세대의 해양관광 만족이 여행지역에서의 수산물 구매행동에 미치는 영향

The Effect of Marine Tourism Satisfaction of MZ Generation on the Seafood Purchase Behavior in the Tourist Area: Focusing on the 2020 National Travel Survey Data

This study used the data from the Ministry of Culture, Sports and Tourism’s‘2020 National Travel Survey’to derive the factors that affect the demographic characteristics and travel satisfaction of those who experienced fishing villages and marine tourism on their purchasing behavior. The sample subjects were 907 MZ generation who have purchased seafood while traveling. Using SPSS 26, artificial neural network multilayer perceptron (MLP) analysis and binary logistic regression analysis was performed. As a result, the fit of the MLP model was good, and the importance was high in the order of household income, personal income, cultural heritage, age, and tourist congestion. In addition, the significance level of the regression model was statistically essential, and the accuracy level was high. The study results showed that personal income, cultural heritage, tourist congestion level, and household income had a significant effect. In conclusion, based on the results from the study, strategies for shopping satisfaction, cultural heritage, and touristic congestion were suggested.