커피 축제 방문객의 휴리스틱이 실제적 행동에 미치는 영향

The impact of coffee festival visitors' heuristics on their actual behavior

The purpose of this study was to provide an empirical basis for future academic research through investigating the influence and relationship between coffee festival visitors' heuristics and actual behavior. For this research, a 300 samples were conducted to the tourist belong marine and coastal tourism. By SPSS 22.0, using the general characterization of tourist for the frequency analysis and simple regression analysis, the between heuristics and actual behavior. Results, marine and coastal tourist’s significantly impacts on the actual behavior factor and should recognize the importance of heuristics factors within the actual behavior. The following discussion directions were suggested based on this results: The academic and practical implications of this study are as follows. The academic implication of this study is that it verified the relationship between heuristics and actual behavior for coffee festival visits, whereas previous studies on coffee festival visits only identified the causal relationship between heuristics and actual behavior based on psychological variables. In terms of practical implications, we found that both heuristics of Gangneung coffee festival visitor participation have a positive effect on actual behavior. These results support the findings of previous studies (So, Youngho, 2021; Han, Pilkyu, and Lim, Geunwook, 2020; Yoo, Sook, and Hong, Kyungwan, 2017). Therefore, tourists who want to participate in coffee festival visits should be cogniant of the positive behavior In addition, the coffee festival destination should present a plan for coffee festival visitation facilities that allow tourists to relax and escape from everyday life while visiting the coffee festival, and a plan to build infrastructure for accessibility to the coffee festival destination.