MZ세대의 친환경 관광행동에 관한 실증연구

The survey results show that the MZ generation, a group of tourism consumers who are responsible for the future tourism industry and have strong potential for tourism activities, are significantly lacking in eco-friendly activities compared to the older generation. Based on the survey results, the study was conducted with the goal of verifying the relationship between the MZ generation's attitude towards eco-friendly tourism and their intention to act on eco-friendly tourism. As a result of the empirical analysis using the SPSS 24.0 program, the MZ generation's attitude toward eco-friendly tourism had a positive relationship with eco-friendly tourism behavior intention, and Hypothesis 1 was adopted. In general, attitudes are formed through experience or learning. In order to form the MZ generation's attitude towards eco-friendly tourism, it is necessary to come up with a plan to encourage them to form an attitude towards eco-friendly tourism through learning and experience such as eco-friendly tourism education. It is believed that this eco-friendly tourism attitude will lead to eco-friendly tourism behavior intention and carry out positive activities to overcome the climate crisis. The tourism industry is the biggest victim of climate change and is also the cause of the climate crisis because 5% of greenhouse gases globally are emitted from the tourism industry. Through this study, it is necessary to develop strategies to increase awareness of eco-friendly tourism attitudes in implementing national policies or managing the tourism industry, and suggests that it is urgent to create an environment in which voluntary eco-friendly tourism actions can be performed.