A Study on the Structural Relationship of the Gentrification of the Cultural Capital on Perceived Value and Urban Regeneration in the Region

Purpose – The purpose of this study is to consider the structural relationship of the gentrification of the cultural capital to perceived value and urban regeneration. Design/Methodology/Approach – In order to achieve the research purpose, theoretical research and empirical research were conducted in parallel. An empirical study was collected by requesting an Internet research company as a tourist with domestic travel experience in 2021. Findings – The structural relationship of the gentrification of the cultural capital to perceived value and urban regeneration was identified. There are 3 upper hypotheses, each with a total of 9 hypotheses as lower hypotheses. Each upper hypothesis was partially accepted or rejected. As a result of the verification of the model, it can be seen that some of the statistical standard values are insufficient, but it is considered appropriate when judged comprehensively. Research Implications – First, the relationship between the cultural capital and gentrification partially supports the results of previous studies that have established research hypotheses. Second, in the relationship between gentrification and perceived value, a significant relationship was shown in research questions, excluding some research questions that appear in some sub-categories. Finally, there are many studies on the relationship between behavioral intentions with perceived value as an antecedent variable, parameter, and outcome variable. However, in this study, the changing urban environment perceived by tourists was identified from the perspective of urban regeneration. In the research hypothesis, the results of previous research that set the research hypothesis on the relationship between perceived value and urban regeneration were supported.