관광목적지 사회적 책임이 지각된 혜택·비용, 지방정부 신뢰, 친관광 행동에 미치는 영향: 인구감소지역 정주인구와 관광생활인구의 다중집단분석

This study examines the effects of destination social responsibility(DSR: economic responsibility, socio-cultural responsibility, and environmental responsibility) on perceived benefits and costs, local government trust, and pro-tourism behavior among the living population in depopulated regions, and verifies structural differences between permanent residents and tourist-living population through multi-group analysis. Social exchange theory and trust transfer theory were integrated as the theoretical framework. A total of 687 valid samples were collected from permanent residents(n=340) and tourist-living population(n=347) across three depopulated regions with the highest tourism activation index — Gapyeong County in Gyeonggi Province, Taean County in South Chungcheong Province, and Pyeongchang County in Gangwon Province — and hypotheses were tested using PLS-SEM. The results indicate that all three sub-dimensions of DSR had significant positive effects on perceived benefits, while only economic responsibility had a significant negative effect on perceived costs. Perceived benefits had significant positive effects on both local government trust and pro-tourism behavior, whereas perceived costs had no significant effect on either outcome variable. Local government trust had a significant positive effect on pro-tourism behavior. Multi-group analysis confirmed significant differences in 6 out of 11 paths, with permanent residents showing stronger effects than tourist-living population across all significant paths. This study holds academic significance in that it extends the application of social exchange theory to the living population and establishes a theoretical model integrating social exchange theory and trust transfer theory. Practically, the study provides differentiated policy directions by living population type for tourism policymakers in depopulated regions.