어촌관광 ESG 경영이 마을 이미지, 행동의도에 미치는 영향 연구: 인천 포내 어촌체험 휴양마을을 중심으로

As the importance of ESG activities begins to draw attention, fishing village experiences with strong community business characteristics are increasingly applying ESG practice programs such as eco-friendly experience programs and pick-up, but there are still insufficient field utilization and related prior studies. Therefore, this study attempted to provide ESG marketing utilization plans by identifying the relationship between ESG management activities, village image, and customer behavior for visitors to the Incheon Ponae Fishing Village, which is practicing ESG management activities, and the results of the study are as follows. First, the influence relationship between ESG management of fishing village tourism and village image partially shows a positive (+) influence relationship. Second, the influence relationship between ESG management of fishing village tourism and behavioral intentions partially shows a positive (+) influence relationship. Third, the influence relationship between image and behavioral intention shows a positive (+) influence relationship. Accordingly, ESG management activities implemented in fishing village experience recreation villages were found to enhance the image of the village and be an important factor in the behavioral intentions of visitors. Therefore, fishing village experience recreation villages should actively carry out customer-centered activities, ethical management activities, and social contribution activities, as well as the introduction of indoor and outdoor experience ESG programs using waste fishing gear or shells dumped in the sea.