경마공원 방문자의 체험이 경마에 대한 태도 및 행동의도에 미치는 영향

• 영문명: The Relations between Experiences, Attitude and Behavioral Intention on Horse Racing: Visitors' Experiences at Horse Racing Park
• 발행기관: 한국관광학회
• 저자명: 박세준 이영진
• 간행물 정보: 『관광학연구』제38권 제4호, 251~270쪽, 전체 20쪽
• 주제분류: 사회과학 > 관광학
• 파일형태: PDF
• 발행일자: 2014.05.31

영문 초록

Horse racing has become one of the most popular leisure activities in Korea, having more than 16 million visitors in 2012. This study examines the relations between experiences at a horse racing park, attitude towards horse racing, and behavioral intention. In this study, five constructs of experience have been developed through reviewing the literature, and an on-site survey was conducted at Seoul Horse Racing Park on November 2012. The results of structural equation modeling analysis showed that hedonic and education factors have positive influences on the attitude towards horse racing. However, the other three factors of utilitarianism, relations and escapism, did not have significant effects on the attitude. The relation between attitude and behavioral intention on horse racing showed a very high correlation, with lack of discriminant validity. The findings suggest that Seoul Horse Racing Park should focus on hedonic and education factors for their marketing and promotion.

목차

I. 서론

II. 이론적 배경

III. 연구방법

IV. 분석 결과

V. 결론

참고문헌

키워드

체험 태도 행동의도 경마공원 Experiences Attitudes Behavioral intention Horse racing park