관광객의 DEI 인식이 지역관광 행동의도에 미치는 영향: 인구소멸 지역을 중심으로

Purpose - This study examines how tourists’ perceptions of diversity, equity, and inclusion (DEI) influence their behavioral intentions and willingness to pay (WTP) for tourism in regions affected by population decline. The study adopts the Norm Activation Model (NAM) to explore the psychological mechanisms underlying pro-social tourism behavior. Design/methodology/approach – A survey was administered to 531 tourists who visited depopulated areas in South Korea. Respondents evaluated DEI perceptions, ascription of responsibility, personal norms, behavioral intentions, and WTP using a 7-point Likert scale. Structural equation modeling (SEM) was employed to assess the relationships among the variables. Findings - Tourists’ perceptions of DEI significantly enhanced their sense of responsibility and personal norms. These personal norms, in turn, positively affected both behavioral intentions and WTP. Mediation analysis confirmed that personal norms play a key intermediary role between DEI perceptions and pro-tourism behavior. Research implications or Originality - This study contributes to tourism scholarship by linking DEI perceptions with the NAM framework in the context of shrinking communities. It offers theoretical insights into how DEI awareness shapes ethical behavior and economic support for regional sustainability, providing practical implications for destination management in demographically challenged areas.