관광목적지 이미지와 행동의도의 관계에서 지각된 가치의 매개효과

An Mediate Effect of Perceived Value on the Relationship between Destination Image and Behavioral Intention: A Case of Heyri Art Village in Paju

This study analyzed an mediate effect of destination image and perceived value behavioral intention(a Case of Heyri Art Village in Paju). To investigate this research, a total of 269 questionnaires are collected from Oct. 5th 2012 till Oct. 14th 2012 and the data were analyzed by frequency analysis, factor analysis, multi-regressions and Sobel test through SPSS 20.0. The findings were as follows: First, cognitive images(environment, facilities, food) affected perceived value(social/emotional value) and affective images(tolerance, fun) did perceived value (social/ emotional value). Cognitive images (environment, facilities affected behavioral intention and affective image(fun) did behavioral intention. Through analyzing the relationship between the effect of the image on the behavioral intention and the mediate effect of perceived value, it was found out that perceived values(social/emotional value, functional value) played the role of the indirect mediate in the environment of cognitive images, of the direct mediate in facilities, and of the indirect mediate in the fun of affective images. And expectation value of perceived value played the role of the direct mediate in the facilities of cognitive images and fun of affective images.