Co-Creating 관광두레 체험이 사회적 웰빙 및 책임 행동에 미치는 영향: 공동체 의식의 매개효과를 중심으로

This study empirically examines the impact of co-creating experiences within the Tour Dure program on individuals’ social well-being and socially responsible behavior, with a particular focus on the mediating role of community consciousness. As concerns over the erosion of community culture have intensified following the COVID-19 pandemic, efforts to revitalize communal values through tourism-based interventions have gained increased scholarly and policy interest. The Tour Dure program, a representative community-based tourism initiative in South Korea, emphasizes collaboration between local residents and visitors in creating shared value and sustainable tourism experiences. Data were collected through a structured survey targeting local business operators(producers) and visitors(consumers) across 33 Tour Dure sites across 13 cities and counties in North Gyeongsang Province. A total of 264 valid responses were analyzed using quantitative methods. The key variables including co-creating experiences, community consciousness, social well-being, and socially responsible behavior were measured on a 5-point Likert scale. The results demonstrate that that co-creating experiences significantly enhance community consciousness, which in turn positively affects both social well-being and socially responsible behavior. Moreover, community consciousness was found to mediate the relationship between co-creating Tour Dure experiences and the two outcome variables. These findings highlight the potential of co-creation-based community tourism models to foster social solidarity, generate intangible social value, and contribute a more sustainable and inclusive tourism culture.