Journal of Korean Society of Rural Planning (농촌계획)

Korean Society of Rural Planning (한국농촌계획학회)
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A Study on Behavioral Intentions of Tourists visiting Hadong KIAHS Site based on the Theory of Planned Behavior - Focused on the role of Prior Knowledge and Perceived Value -

계획행동이론을 적용한 하동지역 농업유산관광객의 행동의도 - 농업유산에 대한 지각된 가치와 사전적 지식의 역할을 중심으로 -

  • Received : 2018.03.30
  • Accepted : 2018.05.08
  • Published : 2018.05.31
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Abstract

The study aims to predict the behavior of tourists in Hadong County, which is registered as KIAHS. Based on the theory of planning behavior, we intend to verify the theory of planned behaviour, which adds descriptive parameters of the perceived value and prior knowledge of an agricultural heritage. In detail, first, the perceived value and prior knowledge of tourists about an agricultural heritage understand the influence of tourists' Attitude. Second, we could see the role of the behavioral factors in the causal relationship of the planned behavioral theory. We have identified the planned behavioral theory that attitudes, subjective norms, and perceptual behavior controls affect the intention of the revisit. Hadong should remember that by sending and providing various information about Hadong Green Tea and World Agricultural Heritage sites, it is possible to elicit changes in visitor attitudes and revisit visits.

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References

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