관광지선택속성이 지각된 가치 및 행동의도에 미치는 영향

The effect of tourism choice attributes on perceived values and behavior intension: Chinese tourist visiting Korea

This study is to investigate the effects of tourism choice attributes on perceived value and behavior intention. Specifically, perceived values is to the mediating effects for between tourism choice attributes and behavior intention or not. Collected data were analyzed using the package programs of SPSS 22.0 for Windows. Descriptive Statistics Analysis, a Reliability Analysis, a factor analysis, a Regression Analysis and Sobel Test as a mediating effect assessment method were performed. As a result is presented as follows: First, the service quality is analyzed to be the most important factor of tourism choice attributes that has the greatest impact on recommendation. Second, the accessibility is the important factor in the revisit of tourist destination. Third, it is a significant consequences for the relationship between tourist destination and behaviour. Fourth, program factor among tourism choice attributes has the most significant effect on perceived value. Fifth, it is verified that perceived value has been a significant intermediary. Most of the studies in the past have not yet accessed the perceived value as a parameter by studying the relationship between tourism choice attributes and behavior intention.