예약부도(No-Show)에 대한 관광객의 인식과 행동의도 간 구조적 영향관계 분석

An Analysis for Structural Effect Relationship between Perception and Behavioral Intention of Tourists toward No-Show

This research was conducted to examine the structural effect relation among prior knowledge, risk perception, overall image, negative emotion, attitude, and behavioral intention based on the ‘no-show’ phenomenon. From the 25th of August to the 25th of September in 2012, an onsite survey was conducted with tourists who were aware of the ‘no-show’ phenomenon in the area of tourism (e.g. hotel, resort). After testing and verifying the eight hypotheses, the derived conclusion was that all effective relationships among the constructional concepts were statistically significant. This is in contrast to prior research which indicated a negative image. Risk perception had an effect on negative emotion, which in turn influenced overall image, and attitude. Risk perception was a more significant variable than prior knowledge when examining negative emotion. Among variables explaining behavioral intention, overall image and attitude were most important. Based on these findings, theoretical and practical implications are further discussed.