과학관광 경험을 위한 마케팅믹스 요인, 태도, 행동의도, 그리고 지지도 간 영향관계 연구

As the subject of science is an object of Special Interest Tour(SIT), it is important to verify consumer awareness, focusing on marketing mix factors to maximize the science tourism experience. Therefore, it is crucial to establish a specific marketing strategy based on science-themed contents and tourism experi ences related to interest in the place. Accordingly, this study structurally examines the relationship among marketing mix factors, attitudes, behavioral intentions, and support, aiming to find directions aligning with consumer needs for science-related tourism experiences. To achieve this purpose, an online survey was con ducted with domestic consumers who have experience in science-related tourism. Analyzing the influence relationships of the research model revealed that most of the research hypotheses were statistically significant, except for research hypothesis 4 (behavioral intention→support). The specific results are as follows: First, it is shown that the pricing of marketing mix factors is positively related to attitude. Second, attitudes were found to have a positive influence not only on behavioral intentions but also on support. Additionally, upon verifying the results of indirect and mediating effects analysis, attitudes were found to act as a complete mediating variable in the relationship between the independent variable (price) and the dependent variables (behavioral intentions, support). Consequently, cities related to science tourism will need to establish and utilize a marketing strategy centered on pricing. Further academic contributions and managerial implications are discussed in detail in the conclusion.