전복 양식장 체험적 요소에 따른 블루투어리즘의 활성화 방안 - 완도섬을 중심으로

A Study on the Activation Plan of Blue Tourism according to the Experience Elements of Abalone Farm: Focusing on Wando Island

The study aimed to examine the moderating effect of blue tourism on the impact of experiential elements of abalone farming on visitors' intentions, focusing on a sample of tourists visiting Wando Island from July 15 to August 14, 2024. The findings revealed that, firstly, aesthetic, novelty, and relational aspects of the abalone farming experience significantly affected visitors' intentions, while educational aspects did not. Secondly, the impact of experiential elements on blue tourism was consistent with Hypothesis 1. Thirdly, the moderating effect of blue tourism was observed in the interactions between aesthetic, educational, relational elements and blue tourism. Lastly, a comparison of the importance and satisfaction of the experiential elements showed that importance was higher than satisfaction.