세계자연유산 방문 관광객의 동기, 만족, 환경태도, 행동의도의 관계 분석

Relationships between Motivation, Satisfaction, Environmental Attitude, and Behavioral Intention of tourists visiting a World Natural Heritage Site

Many scholars and practitioners have been suggesting that research on visitors’ behaviors and protection is a significant step for sustainable management of heritage, like Seongsan Ilchulbong in Jeju Island, registered as a World Natural Heritage Site. Therefore, the main purpose of this study was to identify relationships between motivation, satisfaction, and environmental attitude among domestic tourists who visited Seongsan Ilchulbong. Results of a structural equation model indicated that motivational factors partially had significant positive direct effects on overall satisfaction and environmental attitude. In addition, results showed that overall satisfaction had significant positive effects on environmental attitude and behavioral intention, and environmental attitude had a significant positive effect on behavioral intention. The study implies that specific visitor management strategies in a particular area like Seongsan Ilchulbong, a World Natural Heritage Site, are needed to improve visitors’ experiential quality and satisfaction. For example, educational participation programs would be an effective way for tourists who are interested in environmental conservation and protection to improve their satisfaction and behavioral intention.