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과잉관광 현상에 대한 관광객 인식 이해: 규범활성화 이론을 바탕으로

Author
우은주, 김영국
Journal Title
이벤트컨벤션연구
Publication Year
2019
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Summary

This study analyzed the relationship between tourists’ perception of overtourism and their intention to engage in responsible tourism based on the Norm Activation Model. A survey of 367 tourists visiting Bukchon and Gamcheon Culture Villages revealed that overtourism perception positively influenced awareness of consequences, ascription of responsibility, personal norm, and ultimately, the intention to do responsible tourism.

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