워케이션과 중장기 체류형 여행의 지출 및 만족도 결정요인 비교 연구

초록

Following the COVID-19 pandemic, new forms of travel, such as workations and long-term stays, have rapidly emerged, driven by the normalization of remote work. This study aims to empirically distinguish workation participants from general long-term stay travelers by comparing the factors influencing their expenditure and satisfaction. Based on survey data from 256 travelers , a series of multiple regression analyses was conducted. The results revealed distinct behavioral drivers for each group. Expenditure for the workation group was significantly influenced by the traveler's age, as well as length of stay and type of destination. For the long-term stay group, however, only trip characteristics were significant predictors of expenditure. Similarly, satisfaction for workationers was primarily determined by cognitive factors such as prior awareness of the concept and trust in information sources like blogs and word-of-mouth. In contrast, satisfaction for long-term travelers was most strongly predicted by household income. These findings contribute to tourism literature by proposing 'internalization of work purpose' as a new basis for market segmentation and provide critical insights for developing differentiated marketing for these unique travel markets.

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