웰니스관광 선택속성이 서울시브랜드이미지와 행동의도에 미치는 영향연구

A Study on The Impact of Wellness Tourism Selection Attributes on Seoul Brand Image and Behavioral Intention

The Seoul Metropolitan Government operates various programs that heal the body and mind, focusing on the Wellness Beauty Festival and the Hangang Wellness Program, allowing people to enjoy nature in the city. This program aims to promote K-healthcare wellness and establish a competitive wellness brand unique to Seoul. Local governments should strengthen specialized wellness tourism resources, while supporting the development of local wellness tourism environments and tourism infrastructure. Therefore, prior research on the criteria for selecting wellness tourism should be conducted. Furthermore, in selecting wellness tourism themes and developing wellness tourism destinations, this study aims to examine the wellness tourism image of Seoul, a leading urban wellness destination in Asia, and its impact on the overall tourism landscape. The selectivity of wellness tourism partially influences brand image. The Seoul Metropolitan Government needs to adapt and continuously manage its wellness tourism destinations to accommodate the diverse needs of tourists. Brand image significantly influences behavioral intentions. Strategies are needed to emphasize Seoul's urban image and enhance its clean and diverse brand image. The selectivity of wellness tourism partially influences behavioral intentions. This study emphasizes the need to provide tourists with diverse facilities and healthy food options, while improving convenience in transportation and access procedures.While this study examined the relationships among these variables related to wellness tourism, future research is expected to utilize a wider range of variables and further refine the research to foster the continued development of wellness tourism.