정체성 보존형 장소가 정서 반응과 행동의도에 미치는 영향: 세대별 비교를 중심으로

초록

This study explored how the type of place development affects citizens’ emotional responses and behavioral intentions toward a place by comparing generational groups. Specifically, this study distinguished between identity-preserving place development and complete redevelopment, and analyzed the effects of each on nostalgia and emotional value, as well as on perceived place value and visit intention. The experiment was conducted using a 2 (development type: identity preservation vs. complete redevelopment) × 2 (generation: young vs. middle-aged) between-subjects design targeting general people in their 20s to 60s. The results showed that middle-aged adults exhibited higher visit intentions for identity-preserving places, whereas no significant difference was observed for perceived place value. Younger adults showed no difference in behavioral intentions between the two development types. We also found that nostalgia and emotional value of place sequentially mediated the effect of identity-preserving development on behavioral intention. In particular, this path was stronger among middle-aged and older adults. Unlike previous studies that relied on qualitative methods or real-world experiences, this study experimentally examined emotional and behavioral responses to place images and provided evidence that visual stimuli alone can activate place-related emotional pathways. By examining responses to different types of place development, this study demonstrates how physical development orientation shapes consumers’ emotional consumption responses and economic valuation, highlighting the importance of identity preservation in guiding development strategies.

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