축제 방문동기, 사전지식, 관여도가 태도 및 행동의도에 미치는 영향에 관한 연구

• 영문명: The Relationships Between Motivation, Prior Knowledge, Involvement, Attitude, and Behavioral Intention: Focusing on Harbin International Ice and Snow Festival
• 발행기관: 강원대학교 경영경제연구소
• 저자명: 김성범(Sung-Bum Kim) 권기준(Ki-Joon Kwon)
• 간행물 정보: 『아태비즈니스연구』아태비즈니스연구 제13권 제1호, 317~333쪽, 전체 17쪽
• 주제분류: 인문학 > 문학
• 파일형태: PDF
• 발행일자: 2022.03.30

영문 초록

motivations, attitude, and behavioral intention toward the Harbin International Ice and Snow Festival, China. It is also to test moderating roles of gender and past travel experience between these factors. Design/methodology/approach - Data was collected from potential Chinese visitors, after which 420 usable surveys were processed. Findings - To investigate our hypotheses, we used descriptive, confirmatory factor analysis, and structural equation modeling. We found that aesthetic attractiveness, purchase of local products, and involvement had positive effects on attitude toward the festival. Attitude toward the festival had a significant effect on behavioral intention to visit. Finally, it was also found that gender and past travel experience significantly moderated the interrelationships between these factors. Research implications or Originality Theoretical and managerial implications, as well as, suggestions for future research are discussed.

목차

Ⅰ. 서론

Ⅱ. 이론적 배경

Ⅲ. 연구방법

Ⅳ. 연구 결과

Ⅴ. 결론

키워드

Attitude Behavioral Intention China Festival Motivation Harbin