공정 MICE관광 기대가치가 행동의도에 미치는 영향

• 영문명: The Influence of Expected Values of Fair MICE Tourism on Behavioral Intention: The Moderating Effect of Ethical Consumption
• 발행기관: 한국무역연구원
• 저자명: 가마나무(Gamanamu) 장문혜(Wen-Hui Zhang) 최정자(Jeong-Ja Choi)
• 간행물 정보: 『무역연구』제18권 제4호, 159~175쪽, 전체 17쪽
• 주제분류: 경제경영 > 무역학
• 파일형태: PDF
• 발행일자: 2022.08.31

영문 초록

Purpose - This study aims to investigate the effect of expected values of fair tourism on behavioral intention from the perspectives of business tourists whose purpose is to participate in MICE, and to verify the moderating effect of ethical consumption. Design/Methodology/Approach - The survey was conducted with MICE participants at the Gyeongju Hwabaek Convention Center (HICO) from November 15 to December 3, 2020. A total of 300 questionnaires were collected, and 240 questionnaires, excluding insincere ones, were used for data analysies. Findings - It was found that the expected emotional and environmental values of fair tourism had significant positive (+) effects on behavioral intention. In addition, ethical consumption was found to have a partial moderating effect between expected values and behavioral intention. Research Implications - Practical and theoretical implications were provided based on the stud results. It will also serve as evidence for the establishment of fair tourism marketing plans targeting MICE tourists and the revitalization of fair MICE tourism.

목차

Ⅰ. 서론

Ⅱ. 이론적 배경

Ⅲ. 연구방법

Ⅳ. 실증분석 결과

Ⅴ. 결론

References

키워드

Behavioral Intention Ethical Consumption Expected Value Fair Tourism MICE Tourism