Study on Factors Affecting Gangneung Workcation Satisfaction and Intention to Reside.
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| Dokumentumtípus: | Diplomadolgozat |
| Kulcsszavak: | digital nomad Gangneung regional tourism tourism satisfaction workcation |
| Online Access: | http://dolgozattar.uni-bge.hu/55096 |
| Kivonat: | This study focuses on the emerging trend of 'workcation' due to the proliferation of remote work amid the COVID-19 pandemic. Specifically, it aims to identify the factors contributing to satisfaction during 'workcation' experiences in Gangneung, a tourist destination, and assess how these results influence long-term relocation intentions to Gangneung. The goal is to provide insights to stakeholders in the tourism industry for formulating tourism policies and marketing strategies. To achieve these objectives, a survey instrument was developed based on existing literature. Surveys, both online and offline, were conducted among individuals who had experienced 'workcation' in Gangneung or were familiar with the concept among Gangneung tourists. Among 300 collected responses, excluding dishonest or incomplete responses, a sample of 280 valid responses was obtained. Quantitative data analysis was performed using SPSS 26.0, involving frequency analysis, reliability analysis, correlation analysis, multiple regression analysis, and simple regression analysis to explore the dataset. Additionally, qualitative research was also conducted through in-depth interviews with participants who had experienced 'workcation' in Gangneung among the survey respondents, complementing the quantitative analysis. The analysis revealed five factors—Tourism policy, Promotion, Infrastructure, Safety awareness, and Bond with locals—as significant satisfaction determinants. Among these, the multiple regression analysis identified promotion and bond with locals as influential factors affecting 'workcation' in Gangneung. Additionally, the results supported the alternate hypothesis, indicating that 'workcation' satisfaction influences the intention for long-term relocation. These research findings is expected to serve as valuable resources for stakeholders in the tourism industry to promote and activate 'workcation.' Ultimately, they can be utilized as foundational data for formulating tourism policies aimed at enhancing regional tourism and stimulating local economies. |
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