The Relations of Knowledge on Climate Change and Purchase Intention of Environment-friendly Tourism Products

??? ????????? ????????? ?????? ???????????? ??????????????? ???????????? ?????? ??????????????? ?????? ????????? ??????????????? ???????????? ?????? ????????? ????????? ???????????? ?????????????????? ??????????????? ??????????????? ??????. ??????????????? ?????? ??????????????? ????????? ??????????????? ?????? ????????? ??????????????? ?????? ??????????????? ?????? ????????? ????????? ???????????? ??????????????? ????????? ??? ????????? ??????????????? ??????????????????. ???????????? ??????????????? ?????? ????????? ????????? ????????? ???????????? ???????????? ?????? ?????? ????????? ????????? ??????, ??????????????? ?????? ???????????? ????????? ?????? ???????????? ?????? ????????? ????????? ????????? ???????????? ??????????????? ??????????????? ????????? ????????? ?????? ?????????, ???????????? ????????? ???????????? ????????? ???????????? ??????????????? ????????? ?????? ????????? ????????????. ??? ??????????????? ?????? ??????????????? ????????? ??????????????? ????????? ??????????????? ???????????? ??????????????? ??????????????? ???????????? ????????? ???????????? ????????? ???????????? ????????? ?????? ?????? ????????? ????????? ?????? ????????? ??? ?????? ????????? ??????????????? ???????????? ????????? ????????? ?????? ????????? ???????????? ?????? ??? ??? ??????. The study is to explore how tourists’ knowledge on climate change, one of the most important environmental problems the world faces, affects their purchase intention for an environment-friendly tourism product. It has been discussed that modern tourists generally acquire objective knowledge on tourism product they want to purchase through a variety of mass media, and they seek reasonable consumption. The study found that tourists’ thinking, that is, they think they know a lot of climate change, affected their intention to purchase an environment-friendly tourism product, not their volume of objective knowledge on climate change. Therefore, tourism businesses are required to make tourists be directly aware of environmental problems based on their objective knowledge, and to implement marketing strategies to let tourists subjectively perceive that they know climate change well, to facilitate sales of environment-friendly tourism products.??? ????????? 2013??? ?????????????????? ??????(NRF-2012S1A5A2A03034718)??? ?????? ???????????????