觀光行動形成의 구조적 효과에 관한 실증적 연구

The Structural Effects for the Tourist Behavioral Formation

This study investigated the tourist’s decision process and the structural effects of attitudes, subjective norms and beliefs, intervening as antecedents of tourist behavioral-intention formation. The findings of the study show that the tourist’s behavioral intentions are a function of attitudes and subjective norm, and that the attitudes are a function of behavioral beliefs and normative beliefs, and that the subjective norms are a function of normative beliefs. But empirically the contributing degrees of them to explain and predict the intention formation are very different in the context of domestic tourism. The effects of attitudes was greater than the effects of subjective norm in the process of tourist’s behavioral-intention formation. Moreover both behavioral beliefs and normative beliefs were contributing to the formation of intention indirectly through the attitudes and subjective norms. These results show that researchers or practitioners can find the meaningful information for the promotion strategy by structural analysis.