관광동기에 따른 관광행동이 지각된 가치에 미치는 영향

Impact of Tourism on Value by Tourism Motivation

This study intends to examine tourist behavior in a tourist site with the classification of a positive tourist behavior and a negative tourist behavior. The study develops a model that explains how tourist motivation influences tourist behavior, how perceived value is influenced by tourist behavior and how they influence to satisfaction. The participants were 387 adult tourists who had traveled over the last two years from the current year 2017. The study used SPSS 22.0 for Window statistical package for empirical analysis. To accomplish the research goal, 22 hypotheses were developed. 18 hypotheses out of 22 hypotheses were accepted. The hypotheses testing outcomes are summarized as follows. First, as to the hypotheses “tourist motivation significantly influences to tourist behavior”, Tourist site visiting motivation was not influential to negative tourism motivation, tourist site attraction negatively influenced on a negative tourist behavior. That is, the higher tourist site attraction was the lesser the negative tourist behavior was. Thus, it is recommended to create unique and entertaining contents in a tourist site. Second, as to the result of “tourist behavior is influential to perceived value” showed that a positive tourist behavior was influential to perceived value. A negative tourist behavior was not influential to emotional value, and it negatively influenced social value and positively on functional value. That is, when negative tourist behavior was conducted people tend not to feel happy nor perceived that they had a good memory after the tour. The more negative tourist behavior the lower social value was. That is, tourists might recognize that a negative tourist behavior was not matched to one's identity or self-image. The limitation of this study lies in response reliability, because the personal inquiry asks about a negative tourist behavior that may cause respondents hesitant to reply. A future study may provide models with higher explanatory power with more influential variables if it overcomes such limitation.