목적지 이미지, 지각된 가치, 그리고 환경책임행동의 구조적 관계에 관한 연구 : 해안 관광지 방문자를 대상으로

A Study on the Structural Relationships among Destination Image, Perceived Value, and Environmentally Responsible Behavior: Focusing on Coastal Destination Visitors

The purpose of this study is to elucidate the process by which destination image influences environmentally responsible behavior through perceived value, and to provide foundational data for policy formulation aimed at managing environmentally sustainable coastal destinations. To achieve this, the study distinguishes between cognitive and affective destination images and analyzes the structural relationships among perceived value and environmentally responsible behavior. The survey was conducted among visitors to the Yeosu coastal destination from May 15 to May 29, 2023, resulting in a total of 330 valid responses used for empirical analysis. Data analysis was performed using SPSS 23.0 and AMOS 23.0, employing frequency analysis, reliability analysis, correlation analysis, confirmatory factor analysis, and structural equation modeling. The results indicate that cognitive image significantly influences affective image. Both cognitive and affective images were found to have significant impacts on perceived value. Finally, perceived value was identified as having a significant impact on environmentally responsible behavior. The findings and implications of this study enhance the understanding of environmentally responsible behavior among destination managers and policymakers, contributing to the improvement of destination image and perceived value of visitors, thereby strengthening the competitiveness of coastal destinations.