관광자의 친환경태도와 행동의 관계에 대한 위협소구 환경광고의 영향

Moderating Effects of Fear Appeal Advertising on the relationship between Environmental Attitude and Behavior of Tourists.

This study was to explore effects of fear appeal advertising with tourism environment on the environmental attitudes and behaviors of tourists. As experimental subjects, 270 tourists visited to national park Ju-Wang Mt. as a destination were sampled conveniently. Four different kinds of experimental conditions with advertisement were distributed into the subjects with quasi experimental design. The experimental conditions, three types of Ads and null Ads were included in the questionnaires. As the results, three Fear Appeal Ads types were identified affecting on the environmental attitude, environmental behaviors, and the relation of attitude and behaviors.