This study established six hypotheses for the purpose of analyzing the causal relationship between active seniors’subjective well-being and intention to pay for premium meditation and intention to pay for premium travel products. Many previous studies have shown nature-based healing programs for each life cycle but there is little causality analysis of the intention to pay for premium healing brands from a tourism management perspective. In order to increase the reliability of the survey, 1000 male and female active seniors aged 49 to 69 years old were surveyed through a research agency into two groups, Generation X and Baby Boomers, from May 14, 2024 to May 2024. An online survey was conducted for 9 days until the 22nd. Statistical data showed the high reliability of Cronbach α using SPSS 21 and AMOS 27 programs. As a result, the intention to pay for premium meditation was = .335, and the intention to pay for premium travel products was = .676. Active seniors" intention to pay for premium meditation was found to be positively related to their intention to pay for premium travel products, but there was no significant difference in the path coefficient in the effect on intention to pay between the generation group and the baby boomer generation group. Based on the analysis results of this study, basic data for segmenting the demand for premium meditation and premium travel products among core value consumers were derived, and implications for the industrialization of nature-based healing tourism were presented.
본 논문은 액티브시니어의 주관적 웰빙과 프리미엄 명상 가격지불의도·프리미엄 여행상품의 가격지불의도 간의 인과관계 분석을 목적하였다. 다수의 선행연구는 생애주기별 대상의 자연기반 치유프로그램을 보여주었으나 관광 경영학적 측면의 프리미엄 치유브랜드 가격지불의도 인과관계분석은 거의 없다. 액티브시니어 1000명을 대상으로 중·노년기의 두 그룹, X세대와 베이비붐 세대로 설문을 진행하였다. 프리미엄 명상 가격지불의도는 =.335, 프리미엄 여행상품 가격지불의도는 =.676로 액티브시니어의 프리미엄 명상 가격지불의도는 프리미엄 여행상품 가격지불의도에 정적 관계로 나타났지만, X세대 집단과 베이비붐 세대 집단 간의 가격지불의도에 미치는 영향에 경로계수는 유의한 차이가 나지 않았다. 이를 토대로 핵심 가치소비층의 프리미엄 명상과 프리미엄 여행상품 수요 세분화의 기초 자료 도출 및 자연기반 치유관광 산업화에 시사점을 제시하였다.
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