우리나라 북극관광객의 선택이 지각된 가치와 관광 행동의도에 미치는 영향 분석

The Impact of Destination Attributes on the Perceived Value and Behavioral Intentions of South Korean Tourists in Arctic Tourism

The global tourism market is witnessing an increasing demand for Arctic tourism. In response, South Korea has shown heightened policy interest in the Arctic through the enactment of the “Arctic Activities Promotion Act” and the establishment of the first Arctic Activities Promotion Basic Plan (2023-2027). Despite being considered a key area of collaboration among Arctic observer nations, there has been a dearth of research on Arctic tourism policies. This study aims to fill this gap by examining the attributes influencing tourists' destination choices in the Arctic and analyzing their impact on perceived value and behavioral intentions. Key research findings indicate that, firstly tourist destination attributes were found to partially influence perceived value. Particularly, factors such as the distinctiveness and rationality of travel among the selected attributes were confirmed to positively affect perceived value. Subsequently, in examining the impact of these selection attributes on behavioral intentions, it was revealed that only the distinctiveness factor significantly influenced behavioral intentions, specifically in terms of the intention to revisit and recommend to others. Furthermore, the study confirmed that the perceived value of Arctic tourism has a positive impact on behavioral intentions, aligning with numerous existing findings in prior research.