The Korean Journal of Community Living Science (한국지역사회생활과학회지)

The Korean Society of Community Living Science (한국지역사회생활과학회)
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Structural Relationships between Quality, Satisfaction, and Behavioral Intentions in Rural Responsible Tourism: Moderating Effects of Age

농촌 공정관광의 품질과 만족이 행동의도에 미치는 영향

  • Kim, Kyung-Hee (National Academy of Agricultural Science, Rural Development Administration) ;
  • Lee, Sun-Min (National Academy of Agricultural Science, Rural Development Administration)
  • 김경희 (농촌진흥청 국립농업과학원) ;
  • 이선민 (농촌진흥청 국립농업과학원)
  • Received : 2015.06.08
  • Accepted : 2015.08.24
  • Published : 2015.08.31
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Abstract

This study examines the structural relationships between service quality, satisfaction, and behavioral intentions in responsible tourism. In particular, the study focuses on moderating effects of age. Data were collected from 471 tourists from seven responsible tourism agencies. SPSS 20.0 and AMOS 18.0 were used for frequency, reliability, exploratory factor, confirmatory factor, and path analyses. The results of a exploratory factor analysis yield two dimensions of service quality (functional quality and technical quality). The results of structural equation modeling indicate that functional quality and technical quality had positive effects on satisfaction, which in turn had a positive effect on behavioral intentions. In addition, age moderated the relationships between service quality, satisfaction, and behavioral intentions such that functional quality had a positive effect on satisfaction in the group of tourists in their twenties and thirties and that functional quality and technical quality were important factors for tourists in their forties. The results are expected to help responsible tourism communities better manage service quality to increase tourist satisfaction.

Keywords

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