축제방문객의 위험지각이 방문의도에 미치는 영향분석

The Effect of Perception of Risk on Visiting Intention of Festival Visitors: Focused on the Adjustment Effect of Risk Avoidance

The purpose of this study is to identify the correlation between risk perception and risk avoidance tendency and to investigate the effect of moderating effect on visit intention. The perceved risk ccofding to the moderating variable. Person Type, was found to have a different behavioral intention. Which has a significant effect on intention to visit. Allocentric group has low level of risk avoidance due to an active personality and it shows progressive tendency to challenge for planned goal without considering the perception of anxiety psychology. The Psychocentric group and thd Mic-centric group showed higher anxiety about the risk and the tendency to avoid the risk was strongly influenced by thinking about uncertainty. Therefore, it is verified that the intention to change and the intention to visit have a correlation. For this reason, the research study results show the intention to visit the festival places was different according to the personal tendency of the visitors. Festival hosting plays a pivotal role in regional development by developing the community and revitalizing the economy. Therefore it is considered that safety should be considered first by predicting the anxiety factors of tourists pesrception of danger through successful festival hosting.