해양 레저관광활동 참여과정에서 쾌락성(hedonic)과 유용성(utilitarian)의 조절효과

• 영문명: The Moderating Effects of Hedonic & Utilitarian Value on the Marine Leisure and Tourism Activity Participation Process
• 발행기관: 한국관광학회
• 저자명: 李永珍
• 간행물 정보: 『관광학연구』제34권 제4호, 35~59쪽, 전체 25쪽
• 주제분류: 사회과학 > 관광학
• 파일형태: PDF
• 발행일자: 2010.06.30

영문 초록

Using the theory of reasoned behavior, this research predicts marine leisure and tourism activity participants' behavior intention. Then, it explores the moderating effects of hedonic and utilitarian value on the relationship between the behavior intention and independent variables such as attitude, subjective norm, and perceived behavior control. Data were collected online on April 2009 from 237 people who had pervious experiences of marine tourism activity participation. Results show that the level of hedonic value of the participants moderates the relationship between two independent variables (i.e., attitude and subjective norm) and behavior intention. In addition, the level of utilitarian value of the participants moderates the relationship between subjective norm and behavior intention. Based on these results, the MeHU(Moderating effects of the Hedonic and Utilitarian values) model is proposed and several practical implications are also discussed.

목차

Ⅰ. 서론

Ⅱ. 이론적 고찰

Ⅲ. 연구방법 및 설계

Ⅳ. 분석결과 및 논의

Ⅴ. 결론 및 시사점

참고문헌

키워드

계획된 행동이론 쾌락성 유용성 해양 레저관광행동 Theory of planned behavior Hedonic Utilitarian Marine leisure and tourism behavior