메가이벤트 개최 지지도에 따른 여가제약, 협상, 동기의 차이에 관한 연구: 평창 동계올림픽 사례를 중심으로

Abstract

The purpose of the current study is to understand the differences in leisure constraints, negotiation strategies, and travel motivations based on the different levels of support for hosting a mega-sport event. To do so, this study focuses on the PyeongChang 2018 Winter Olympic Games and considers Korean populations as potential domestic tourists during the Olympic Games. With the national-wide survey, this study showed the following results. Depending on the level of support for hosting the mega-event, local residents have different levels of leisure constraints, negotiation strategies, travel motivations, and travel intention. More specifically, those who support more showed a lower level of perceived leisure constraints and a higher level of negotiation strategies, motivation, and travel intention. Besides, each group has different effects of leisure constraints, negotiation strategies, and motivation on visit intention during the event. The theoretical and managerial implications will be discussed accordingly.