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Influence of Interpretation Service Attributes on Conservation Intentions of Tourism Resources: Mediating Effect of Interpretation Commitment

  • Journal of Tourism Sciences
  • Abbr : JTS
  • 2020, 44(8), pp.129-153
  • DOI : 10.17086/JTS.2020.44.8.129.153
  • Publisher : The Tourism Sciences Society Of Korea
  • Research Area : Social Science > Tourism
  • Received : September 2, 2020
  • Accepted : October 12, 2020
  • Published : November 1, 2020

LEE. S. H 1 Heo, So-Jin 2

1부산대학교
2한국문화관광연구원 정책정보센터

Excellent Accredited

ABSTRACT

This study investigated the influence of interpretation service attributes on the tourists’ interpretation commitment and resource conservation intention at cultural tourism sites. This study also examined the meditating role of interpretation commitment on the relationship between interpretation service attributes and conservation intention. The interpretation service in cultural tourism consisted of four main attributes: an attribute of education, information, interesting, and ease of understanding based on the concepts and nature of the tourism interpretation. The population of the study was the tourists who experienced interpretation services provided by Gamcheon Culture Village in Busan, Korea. The analysis of 300 questionnaires indicated that while none of the four attributes directly contributed to the conservation intention, attribute of education and attribute of interesting were positively associated with tourists’ interpretation commitment which directly relates to conservation intention. Moreover, while the mediating role of interpretation commitment was significant for the relationship between the attribute of interesting and conservation intention, it was insignificant for the relationship between the attribute of education and conservation intention. These results can be explained by the fact that tourists visiting Gamcheon Culture Village are mainly in their 20s and 30s who prefer enjoyable and interesting interpretations. As all the tourists have different motivations for and interest in the use of interpretation service, the attributes of the tourism interpretation service and tools need to be diversified. This study also proposed the practical ways to facilitate the use of tourism interpretation services.

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