관광지의 자원봉사활동경험이 장소애착 형성과 관광객으로서의 재방문의사에 미치는 영향

The Effects of Volunteer Activities at the Tourist Destination on the Development of Place Attachment and the Revisit Intention As a Tourist

The place attachment has been a cental concept to understand the bonds between human and environment. The study assumed that the volunteer activity in the tourist destination could develop the place attachment because of the life significance of the activity. It also assumed that the higher the person hold the level of attachment to the place, the higher the likelihood that she/he would visit the place as a tourist. The data were collected through online survey. A total of 2,842 student-sample was collected and analysed. Based on the place attachment theory, two hypotheses were developed and tested using the t-tests and a structural equation modeling technique. The results could not verify that the place attachment was developed by the volunteer activity even if statistical test showed the significant difference between volunteers and non-volunteers. Nevertheless there was an evidence that the quality of volunteer experience might have an effect on the level of place attachment. In addition, the structural equation modeling suggested there was positive and direct relationship between place attachment and the revisit intention to the place as a tourist. Theoretical and Practical implications were also discussed.