관광 웹 사이트의 시각적 디자인과 관광행동의도 간의 관계

• 영문명: The Relationship between Tourism Website Visual Design and Tourist Behavioral Intention: Based on the Hierarchy of Effects Model
• 발행기관: 관광경영학회
• 저자명: 장유 유창리 송운강
• 간행물 정보: 『관광경영연구』제24권 제1호, 277~294쪽, 전체 18쪽
• 주제분류: 사회과학 > 관광학
• 파일형태: PDF
• 발행일자: 2020.01.31

영문 초록

This paper examined the relationship between the visual design of tourism website and tourist behavioral intention based on the Hierarchy of Effects Model(HOE). Specifically, the study analyzed the relationship between the website visual design as an external stimulus and tourist awareness, the relationship between tourist awareness and attitude, and finally the relationship of tourist attitude and behavioral intention using structural equation modeling. The study took the famous tourist destination site Shandong Province(China) as example, totally 607 questionnaires were collected and finally 522 valid questionnaires were obtained. The results showed the positive relationship between the website visual design and the tourist awareness of the website, the tourist awareness and attitude, and also tourist attitude and behavioral intention. However, the visual design did not have a significant impact on the destination awareness. The conclusion emphasized the importance of the visual design of tourism website, specifically, when constructing tourism website, it is necessary to pay attention to the elements of each stage in the hierarchy of effects model.

목차

Ⅰ. 서 론

Ⅱ. 이론적 배경

Ⅲ. 연구설계

Ⅳ. 실증분석

Ⅴ. 결 론

참고문헌

키워드

Hierarchy of Effects Model Tourism Website Visual Design