A Study on the Scale of Perceived Value in Tourists’ Purchasing Behavior: Verification of the Safety Value Scale in Beauty Tourism

서지정보

· 발행기관 : 한국미용예술경영학회
· 수록지 정보 : 미용예술경영연구 / 15권 / 4호 / 143 ~ 164페이지
· 저자명 : 배종민

초록

The customer’s perceived value in a purchasing activity is a factor that creates satisfaction in the purchasing process. It is an important criterion in analyzing the purchasing behavior of consumers. Thus, it can be considered that the perceived value by tourists who purchase a tourism product is a determining factor in the satisfaction regarding the tourism product and a factor that sustains the purchasing behavior of tourists. Traditionally, tourist purchases meant purchasing tourism products, such as package tours. However, in recent studies, consumption activities by tourists at tourist destinations are also considered tourist purchasing activities. According to the increase in the proportion of individual tourism versus package tourism, the importance of consumption activities in tourist destinations is also increasing. These trends are stronger for tourists in beauty tourism who have a clear purpose regarding purchasing service products. There are differences between the two perceived values, despite the customer’s perceived value drawn from the perceived value of human beings. Environmental factors can change the perceived value that tourists feel in purchasing activities. At the micro level of analysis, such changes may be influenced by environmental factors in the tourist destination. At the macro-level of analysis, these changes can also be affected by environmental changes arising from international relations or society. The latter context may be considered given the COVID-19 pandemic, which has continued from 2020 to the present. Thus, there is necessary to 1) check whether the safety-related perceived value of beauty tourists affects their purchasing behavior, and 2) check whether the perceived value system of beauty tourists has changed, concretely. This study researched the perceived value of tourists who travel for beauty treatments. Specifically, it was studied whether additional scales exist from the perspective of scale development. The study’s results confirmed no change in the perceived value of tourists. In addition, the need for additional research on the perceived value of tourists was raised.

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