해안 관광 목적지 사회적 책임과 환경책임행동의 영향 관계 - 확장된 계획행동이론 적용

The Relationship Between Destination Social Responsibility and Environmentally Responsible Behavior in Coastal Tourism Destinations: Applying extended theory of planned behavior

The purpose of this study is to empirically examine the structural relationships among destination social responsibility awareness, attitude toward environmentally responsible behavior, subjective norms, perceived behavioral control, sense of obligation to take pro-environmental actions, environmentally responsible behavioral intention, and environmentally responsible behavior among visitors to the Yeosu coast. The survey was conducted from May 15 to May 29, 2023, targeting visitors to the Yeosu coast, with a total of 330 valid responses used for empirical analysis. Data analysis was conducted with the aid of SPSS 23.0 and AMOS 23.0, utilizing techniques such as frequency analysis, reliability analysis, correlation analysis, confirmatory factor analysis, and structural equation modeling. The results indicate that destination social responsibility significantly influences attitude toward environmentally responsible behavior, subjective norms, perceived behavioral control, and sense of obligation to take pro-environmental actions. Additionally, subjective norms, perceived behavioral control, and sense of obligation to take pro-environmental actions significantly influences environmentally responsible behavioral intention. However, attitude toward environmentally responsible behavior did not significantly affect environmentally responsible behavioral intention. Finally, environmentally responsible behavioral intention significantly influences environmentally responsible behavior.