템플스테이의 지각된 가치가 소비자 반응에 미치는 영향: 글로벌 정체성, 환경관심, 자아확장의 역할

초록

Temple stay is a unique experience in which individuals interact with others in nature while cultivating the mind and body, and it carries social implications beyond those of a simple tourism product. This study explored the personal value of temple stay experiences and their implications for local communities. Specifically, it investigated how the epistemic value and social value of temple stay experiences influence attitudes toward temples and intentions to revisit the area in which temples are located through global identity, environmental concern, and self-expansion. In addition, the study explored whether these relationships differ across generations, thereby examining the potential future spillover effects of temple stay experiences on local communities. Based on a survey of participants with temple visit experience, the results showed that, first, the epistemic value and social value of temple stay experiences had positive effects on global identity but did not have significant effects on environmental concern. Second, global identity and environmental concern had positive effects on self-expansion. Third, self-expansion had positive effects on temple attitudes and revisit intentions toward the temple area. However, temple attitudes did not have a significant effect on local revisit intention. Fourth, regarding generational differences, some differences were observed in the group-specific paths. Among younger participants, the effects of epistemic value and social value on environmental concern, as well as the relationship between temple attitudes and local revisit intention, were not significant. Among middle-aged and older participants, most hypothesized paths were significant except for the effects of epistemic value and social value on environmental concern. However, after Bonferroni correction, only the path from global identity to self-expansion remained significantly different across generations. This study suggests that temple stay may have social spillover effects in shaping perceptions of community revitalization and environmental protection. Furthermore, the findings suggest that temple stay may serve as an important medium contributing to the mitigation of local community decline and environmental problems.

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