크루즈관광의 관광제약과 관광동기, 태도, 구매의도의 관계 연구: 20-30대 청년층을 중심으로

There is a growing number of cruise tourists among young people around the world, but this is not the case in Korea. This study aims to find out why cruise tourism is not active through the relationship between the factor that constrain Koreans’ participation in cruise tours and tourism motivation, and present practical implications for the sustainable development of the cruise industry. To achieve the purpose of the study, 224 surveys were conducted on young people in their 20s and 30s living in Busan, and the 223 data were used in data analysis. The key findings are as follow: First, tourism constraints of cruise tourism had a partial impact on tourism motivation. To be specific, intrapersonal constrains influenced on the intrinsic motivations, and interpersonal constraints influenced on the extrinsic motivations. Also, intrapersonal factor had more strong significant impact to reduce intrinsic motivation than interpersonal factor. Second, intrinsic motivations have impacts on tourism attitudes and purchase intention of cruise tourism products. External motivation had no significant impact on tourism attitude and purchase intention. Third, tourism attitudes had a impact on purchase intention of cruise tourism products. Theoretical and practical implications are included.