확장된 계획행동이론을 통한 축제 방문객 행동의도 분석 (An Analysis of Festival Visitors' Behavioral Intention Using an Extended Theory of Planned Behavior)

서지정보

· 발행기관 : (사)한국관광레저학회
· 수록지 정보 : 관광레저연구 / 28권 / 12호 / 301 ~ 319페이지
· 저자명 : 이현종, 오민재

초록

Understanding the decision-making process and predicting travel behavior are critical for destination tourism marketers. This study develops and tests a structural equation model using the Extended Theory of Planned Behavior to explain Seoul Street Arts Festival(SSAF) visitors’ behavioral intention. Four hypotheses were proposed regarding the relationships between perceived value and the Theory of Planned Behavior constructs. An on-site survey was conducted with 300 visitors attending the SSAF. The results of structural analyses reveal that the perceived behavioral control is found to have the greatest impact on behavioral intention. And the mediating role of attitude shows a significantly positive effect on the relationships between the SSAF visitors’ behavioral intention and perceived value(functional value and emotional value). The results of this study can help to improve marketing promotions and the development of more effective destination positioning strategies for SSAF visitors. The results also provide useful information for both government and tourism-related businesses in planning marketing communication strategies to help to promote SAFF as a festival destination.

영어초록

Understanding the decision-making process and predicting travel behavior are critical for destination tourism marketers. This study develops and tests a structural equation model using the Extended Theory of Planned Behavior to explain Seoul Street Arts Festival(SSAF) visitors’ behavioral intention. Four hypotheses were proposed regarding the relationships between perceived value and the Theory of Planned Behavior constructs. An on-site survey was conducted with 300 visitors attending the SSAF. The results of structural analyses reveal that the perceived behavioral control is found to have the greatest impact on behavioral intention. And the mediating role of attitude shows a significantly positive effect on the relationships between the SSAF visitors’ behavioral intention and perceived value(functional value and emotional value). The results of this study can help to improve marketing promotions and the development of more effective destination positioning strategies for SSAF visitors. The results also provide useful information for both government and tourism-related businesses in planning marketing communication strategies to help to promote SAFF as a festival destination.

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