관광 동기와 선택속성의 매개 및 사전지식의 조절 효과가 몽골 관광 의도에 미치는 영향 연구

Tourist Motivation and Destination Attributes as Mediators and Prior Knowledge as a Moderator in Shaping Mongolian Tourism Intention

Purpose - This study examined how prior knowledge affects tourism motivation, destination selection attributes, and tourism intention among South Korean tourists visiting Mongolia. Design/methodology/approach - An online survey was conducted in January 2024 with 215 valid responses from South Korean travelers. Structural modeling was used to analyze the relationships among the key variables. Findings - Cultural and escapism motivations enhanced perceptions of natural attractiveness, while cultural motivation also improved views of accessibility and convenience. Cultural and relational motivations influenced evaluations of traditional culture and experiential attributes. Escapism and relational motivations, along with these attributes, strongly predicted tourism intention. Destination selection attributes partly mediated the link between motivation and intention, but prior knowledge showed no significant moderating effect. Implications - The results suggest that tourism products should be designed around travelers’ motivations and destination attributes, emphasizing emotional engagement and cultural experiences rather than prior knowledge. These insights can help position Mongolia as a distinctive and appealing destination.