지역예술자원에 대한 잠재관광객의 행동의도 분석: 광주지역 예술관광자원을 중심으로

The Prospective Tourists’Behavioral Intention on Local Art Tourism Resources in Gwangju

The study aims to investigate the prospective tourists’ behavioral intention on local art resources in Gwangju. Date were collected from July, 24 to 28, 2023, and finally 158 questionnaires were analyzed. The result of ANOVA and t-test comparing their visiting intention by age, region and involvement as follows. It was found that MZ generation were more likely to visit media art platform and festival while older group over 44 were more likely to visit historic village. While Gwangju residents were more likely to visit Biennale, Chungjang festival and art market, while the tourist from other regions were more likely to visit Asia culture center and Songjeong station market. It was also confirmed that high involved groups showed higher visiting intention on specialized art resources such as art museums, Folly, Biennale, and Fringe festival, while low involved groups showed higher visiting intention on blended tourism resources such as Songjeong station market, Dongmyung cafe street, and Chungjang festival. Implications on market segmentation and target market strategies in Gwangju art tourism were discussed.