확장된 계획행동이론을 통한 관광행동 영향요인 분석

An Analysis on the Factors Affecting the Tourism Behavior by Adopting the Extended Theory of Planned Behavior: Focusing on Structural Tourism Constraints and Social Classes

The purpose of this study is to analyze the influence of structural tourism constraints and social classes on the tourism participation intention within the framework of the Theory of Planned Behavior. Based on literature review, conceptual model was developed and 8 hypotheses were formulated to test the model. H1~4 explain how attitude, subjective norm, perceived behavioral control and structural tourism constraints affect the participation intention, and H6~8 explain the roles of social classes as a moderating variable associated with H1~4. The proposed hypotheses were verified through structural equation model using data collected from 312 visitors of 2013 Korea International Boat Show. The results showed the effects of attitude, perceived behavioral control and structural tourism constraints on the intention was significant, and the moderating effect of the social classes was significant between attitude, structural tourism constraints and the intention. The implications and limitations of this study were discussed and future research suggestions were made.