Монгол хэлний гарахын тийн ялгалын нөхцөлөөр хэлбэржсэн нэр + үйл гэсэн бүтэцтэй зарим холбоо үгийн утга, бүтцийн онцлог

Predicting Intention of University Students of Korea to Visit Mongolia Using an Extended Theory of Planned Behavior

This research extends the Theory of Planned Behavior (TPB) by incorporating the destination image construct to predict the intention of university students to visit Mongolia. A conceptual model was proposed to investigate the relationship among destination image, attitude, subjective norms, perceived behavioral control and intention to visit Mongolia. The extended model was empirically tested using 230 questionnaire survey data collected from university students. All the hypothesized relationships were positive and significant. The results reveal that destination image were positively associated with attitude, subjective norms and perceived behavioral control. On the other hand, attitude, subjective norms and perceived behavioral control were also positively associated with intention to visit Mongolia. The study concludes that extended model of TPB clarifies our understanding about intention of university students’ to visit Mongolia.