합리적 행동이론을 적용한 해양관광 행동의도에 관한 연구

A Study on the Behavioral Intention of Marine Tourism Applying the Theory of Reasoned Action

This study attempts to analyze the ongoing behavioral intention of marine tourism in urban residents based on the theory of reasoned action (TRA). For this purpose, an online survey was conducted for urban residents in J region, and hypotheses were established to verify the significance of the relationship between exogenous variables of PHSH (self - others) and PULL (facility convenience - program) and TRA. In the results of conducting the structural equation model (SEM) verification, a statistically positive (+) significance (p<.050) was found in Hypothesis 1 (H1) marine tourism PUSH (self-deviation, relaxation) 1 and attitude, Hypothesis 2 (H2) marine tourism PUSH (self-deviation, relaxation)1 and subjective norms, Hypothesis 5 (H5) marine tourism PUSH (others - intimacy) 2 and subjective norms, Hypothesis 6 (H6) marine tourism PUSH (others - intimacy)2 and intentions, Hypothesis 7 (H7) marine tourism PULL (facility convenience) 1 and attitude, Hypothesis 10 (H10) marine tourism PULL (program) 2 and attitude, Hypothesis 11 (H11) marine tourism PULL (program) 2 and subjective norms, and Hypothesis 14 (H14) subjective norms and intentions of marine tourism. In addition, Sobel test was conducted to verify the mediating effect, and direct and indirect mediating effects were found in three paths. Based on this, this study suggests a development strategy and implications for marine tourism.