A Sustainable Solution to Overtourism in the Social Media Era: An Exploratory Analysis on the Roles and Functions of Place–Visitor Relationship (PVR)
Abstract
:1. Introduction
2. Literature Review
2.1. Conceptualizing Place-Visitor Relationship (PVR)
2.2. The Impact of Social Media on Overtourism
2.3. The Relationship Between Affective Tour Experiences and PVR
2.4. The Consequences of PVR
3. Research Design and Methods
3.1. Survey Overview
3.2. Measurements and Instruments
4. Research findings
4.1. Descriptive Statistics and Reliability Check
4.2. Exploratory and Confirmatory Factor Analyses: PVR
4.3. Structural Equation Modeling and Path Analyses
5. Discussion
6. Conclusions
Author Contributions
Funding
Conflicts of Interest
References
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Demographics | n | Percentage | |
---|---|---|---|
Gender | Male | 188 | 48.3 |
Female | 201 | 51.7 | |
Age | 20s | 65 | 16.8 |
30s | 70 | 18.0 | |
40s | 92 | 23.7 | |
50s | 89 | 22.9 | |
60s | 73 | 18.8 | |
Education | High school | 77 | 19.8 |
Junior college | 46 | 11.8 | |
College | 193 | 49.6 | |
Graduate school | 73 | 18.8 |
Measurement | Cronbach’s α | CR | AVE |
---|---|---|---|
Social media exposure | 0.93 | 0.93 | 0.81 |
Affective tour experiences | 0.95 | 0.95 | 0.67 |
Attitudes toward Jeju Island | 0.95 | 0.95 | 0.86 |
Paying a visiting tax | 0.96 | 0.96 | 0.90 |
Behaving environmentally friendly | 0.96 | 0.96 | 0.90 |
Items | Loyalty | Relational Attachment |
---|---|---|
Factor Loadings | ||
Even though I know other places, I always support Jeju Island. | 0.82 | |
I believe that supporting Jeju Island is preferable to other places. | 0.78 | |
I feel strong loyalty to Jeju Island. | 0.77 | |
I will continue to support Jeju Island in the long-term. | 0.74 | |
Jeju Island keeps its promises as tourism places. | 0.72 | |
I feel comfortable with Jeju Island over time. | 0.71 | |
I choose to visit Jeju Island because I am sure it is a good place. | 0.71 | |
I believe that Jeju Island provides the best value to its visitors. | 0.68 | |
Visitors’ loyalty to Jeju Island is pure. | 0.67 | |
I would like to say good things about Jeju Island to my friends. | 0.66 | |
I feel emotional connection with Jeju Island. | 0.65 | |
Jeju Island does not hurt my feeling. | 0.62 | |
Visiting Jeju Island is an exciting challenge for me. | 0.59 | |
I wish I had never entered into a relationship with Jeju Island (R). | 0.88 | |
I do not wish to continue any relationship with Jeju Island (R). | 0.82 | |
I want to keep a long-lasting relationship with Jeju Island. | 0.77 | |
Generally speaking, I do not trust Jeju Island as a tourism place (R). | 0.75 | |
I believe that it is worthwhile to maintain a relationship with Jeju Island. | 0.75 | |
Overall, I am satisfied with my tour in Jeju Island. | 0.73 | |
Traveling in Jeju Island is worthwhile. | 0.68 | |
Eigenvalue | 7.37 | 6.36 |
Percentage of explained variance | 36.87 | 31.77 |
Accumulate percentage of explained variance | 36.87 | 68.64 |
Cronbach’s α | 0.95 | 0.93 |
Model | Chi-Square | df | RMSEA | GFI | NFI | TLI |
---|---|---|---|---|---|---|
Loyalty | 134.177 | 60 | 0.056 | 0.948 | 0.967 | 0.976 |
Relational Attachment | 5.746 | 3 | 0.049 | 0.996 | 0.997 | 0.991 |
Independent Variable | Dependent Variable | Direct Effect | Indirect Effect | Total Effect |
---|---|---|---|---|
Exposure to social network services (SNS) | Tour experiences | 0.44 | 0.00 | 0.44 |
Exposure to SNS | Loyalty | 0.00 | 0.36 | 0.36 |
Tour experiences | 0.81 | 0.00 | 0.81 | |
Exposure to SNS | Relational attachment | 0.00 | 0.39 | 0.39 |
Tour experiences | 0.88 | 0.00 | 0.88 | |
Exposure to SNS | Attitudes | 0.00 | 0.33 | 0.33 |
Tour experiences | 0.00 | 0.74 | 0.74 | |
Loyalty | 0.58 | 0.00 | 0.58 | |
Relational attachment | 0.30 | 0.00 | 0.30 | |
Exposure to SNS | Willingness to pay a visiting tax | 0.00 | 0.11 | 0.11 |
Tour experiences | 0.00 | 0.24 | 0.24 | |
Loyalty | 0.00 | 0.19 | 0.19 | |
Relational attachment | 0.00 | 0.10 | 0.10 | |
Attitudes | 0.33 | 0.00 | 0.33 | |
Exposure to SNS | Willingness to behave in an environmentally friendly manner | 0.00 | 0.12 | 0.12 |
Tour experiences | 0.00 | 0.28 | 0.28 | |
Loyalty | 0.00 | 0.22 | 0.22 | |
Relational attachment | 0.00 | 0.12 | 0.12 | |
Attitudes | 0.38 | 0.00 | 0.38 |
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Lee, H.M.; Park, J.; Nam, Y. A Sustainable Solution to Overtourism in the Social Media Era: An Exploratory Analysis on the Roles and Functions of Place–Visitor Relationship (PVR). Sustainability 2020, 12, 3043. https://doi.org/10.3390/su12073043
Lee HM, Park J, Nam Y. A Sustainable Solution to Overtourism in the Social Media Era: An Exploratory Analysis on the Roles and Functions of Place–Visitor Relationship (PVR). Sustainability. 2020; 12(7):3043. https://doi.org/10.3390/su12073043
Chicago/Turabian StyleLee, Hyung Min, Jinwoo Park, and Yoonjae Nam. 2020. "A Sustainable Solution to Overtourism in the Social Media Era: An Exploratory Analysis on the Roles and Functions of Place–Visitor Relationship (PVR)" Sustainability 12, no. 7: 3043. https://doi.org/10.3390/su12073043