Kano모델을 이용한 ESG 관광활동에 대한 관광객 인식연구

Recently, social demand for ESG tourism has increased. However, not only is the concept of ESG tourism unclear, so is what constitutes appropriate ESG tourism activities. Accordingly, this study attempted to analyze how tourists perceive ESG tourism activities, which are significant in Korea, by utilizing the Kano model and the Timko customer satisfaction coefficient. To this end, 326 questionnaires were collected and analyzed for tourists with domestic/overseas travel experience. As a result of the Kano model analysis, it was found that tourists perceived “policies to provide incentives to encourage eco-friendly tourism activities” and “policies to encourage eco-friendly transportation infrastructure expansion and use” as attractive quality factors (A), and the rest of the activities were classified as indifferent quality factors (I). According to the analysis based on the Timko customer satisfaction coefficient, the satisfaction coefficient was first in “enrichment and use of eco-friendly transportation infrastructure" and the dissatisfaction coefficient was first in "employee integrity certification activities.” This suggests that ESG tourism itself is not an essential factor for tourists yet, but it can act as an attractive factor, and that active incentives to tourists can increase participation and interest in ESG tourism activities. Based on these analysis results, this study provides theoretical and practical implications.