문화유산여행 체험이 웰빙에 미치는 영향

The Influence of Cultural Heritage Travel Experiences on Well-being: Mediating and Moderating Role of Daily Escapism and Awareness

Purpose - This study aims to investigate the mediating and moderating effects of daily escapism and awareness on travelers' well-being. It applies Schmitt's (1999) Strategic Experiential Modules (SEMs) —sensory, emotional, cognitive, behavioral, and relational—to understand how these experiences during travel influence well-being. Design/Methodology/Approach - Data were collected from travelers visiting major heritage sites in Gyeongju (Bulguksa Temple, Seokguram Grotto, and Bunhwangsa Temple). Out of the collected responses, 509 were used for analysis after excluding 11 insincerely completed ones. The analysis employed statistical packages SPSS and AMOS, and included frequency analysis, reliability analysis, confirmatory factor analysis, and structural equation modeling. Findings - The study found significant positive effects between cultural heritage travel experiences, daily escapism, and well-being. Specifically: Daily escapism had a significant mediating effect on the relationship between travel experience and well-being. Awareness (mindfulness) did not show a moderating effect on the relationship between travel experience and well-being. Research Implications - The study confirms that travelers' well-being can be enhanced through the holistic experience encompassing sensory, emotional, cognitive, behavioral, and relational aspects. These findings suggest that the design and planning of travel programs and products should focus on creating opportunities for daily escapism to improve travelers' well-being.