캠핑활동의 지각된 위험과 참여동기가 태도와 행동의도에 미치는 영향

The Effects of Perceived Risk and the Participation Motivation of Camping Activities on Attitudes and Behavioral Intention: Focused on Chinese Campers

Purpose - The camping market in China has demonstrated consistent growth in recent years, with a continued expansion observed. Particularly, following the COVID-19 pandemic, heightened concern for safety during leisure activities has become prevalent among individuals. This study aimed to ascertain the motivational factors driving Chinese individuals to engage in camping activities, and assess the influence of perceived risk on camper attitudes and behavioral intentions. Design/Methodology/Approach - Data analysis encompassed a sample of 258 sets collected from campers that visited three campsites situated in Qinhuangdao, China. Findings - The findings revealed that all perceived risk factors associated with camping activities significantly impacted individual attitudes. Furthermore, among the motivating factors for participation, aspects such as affinity for nature and escapism from daily routines were identified as influential in attitudes toward camping activities. The study confirmed a substantial relationship between the attitude toward camping activities and behavioral intentions. Research Implications - The outcomes underscore the necessity for camping operators to furnish campers with strategies to manage risks and educational initiatives encompassing safe camping practices and emergency protocols. Consequently, this study offers insights into the future trajectory of the camping industry, emphasizing the imperative of amalgamating safety measures with a rich natural experience.