크루즈 선상 이벤트의 참가동기가 지각된 가치와 행동의도에 미치는 영향

The Impact of Cruise Event Participants' Participative Motivation on Perceived Value on Behavior Intention

This study aims to identify what motivation factors and how participants participate in the cruise event, identify the perceived value factors and then determine how the motivation factors and perceived value affect the intention to revisit and recommend. The specific contents and methods for achieving the purpose of the study are as follows. First, through literature research, the concepts of motivation, perceived value, and behavioral intention of cruise tourism participants to regarding participation in onboard events were defined, and the components to measure them were set. Second, through prior research, research models and hypotheses are established, and the influence relationship between variables were verified. Third, based on empirical analysis, we tried to determine the motivation of Korean cruise tourists to participate in onboard events, identify the perceived value accordingly, and find out how it affects behavioral intentions. In testing for our hypothesis, we employed frequency analysis, factor analysis, and regression analysis. Our results show that the motivations of cruise event participants positively impacted on perceived value and behavior intention. The perceived values by maritime festival participants also positively impacted on behavior intention. Importantly, the perceived values came between participative motivations and the tourism behavior intentions that is, intention to revisit and intention to recommend. Conclusively, the higher the perceived value of Cruise Event participants, the more impact on the tourism behavior intentions. The development of effective tools for high perceived value of Cruise Event participants would have great implementative meaning to cruise event planners.