This study attempted to analyze the relationship betwwen tourists’ risk perception and behavioral intention towards cruise tourism, focusing the moderating effect of cruise experience between the variables. Using an exploratory factor analysis, perceived risks towards cruise tourism were divided into three factors; health-safety, socio-psychology, performance. The finding reveals a negative impact of risk perception for cruise tourism on attitude while attitude affected positively behavioral intention. This study also showed that cruise experience played a role as a moderating variable on the relation between risk perception and attitute, attitude and behavioral intention. The managerial implications for cruise lines, local governments which own cruise ports how to enhance tourists’ behavioral intention were discussed in the last part of the study.
Ⅰ. 서론
Ⅱ. 이론적 연구
Ⅲ. 연구방법
Ⅳ. 실증분석
Ⅴ. 결론과 제언
참고문헌
(0)
(0)