Journal of the Korea Convergence Society (한국융합학회논문지)

Korea Convergence Society (한국융합학회)
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Study on the influencing factors of rural tourism behavior intention in China based on the theory of planned behavior

계획행동이론을 바탕으로 한 중국 농촌관광 행동의도 영향요인에 관한 연구

  • He, Zhen hua (Dept. of Economics, Jiangsu Vocational College of Finance and Economics) ;
  • Sim, Jae yeon (Dept. of Business Management, Sehan University)
  • 하진화 (강소재경직업기술대학교 경제학과) ;
  • 심재연 (세한대학교 경영학과)
  • Received : 2020.10.27
  • Accepted : 2020.12.20
  • Published : 2020.12.28
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Abstract

With the gradual improvement of China's residents' economic level, the continuous improvement of the holiday system, and the main purpose of relaxing mood and experiencing life, rural tourism has developed rapidly. In order to further achieve the goals of farmers' entrepreneurship, agricultural income increase, rural prosperity, and tourism management departments and tourism enterprises' management and operation objectives, this paper puts forward research hypotheses on the basis of relevant literature review and references. Based on the previous research results, this paper designs a questionnaire on Residents' rural tourism behavior intention, and uses SPSS23.0 to conduct correlation analysis and hypothesis test on the sample data, and draws the following conclusions: (1) rural tourism attitude, subjective norms, and perceived behavior control have a significant positive impact on rural tourism behavior intention; (2) policy system and resource conditions have a significant positive impact on rural tourism behavior intention; (3) policy system has a significant positive impact on subjective norms and perceived behavior control, and resource conditions have a significant positive impact on rural tourism attitude, subjective norms, and perceived behavior control.

중국 국민의 경제 수준이 점진적으로 향상되고, 명절과 공휴일제도가 지속적으로 개선되면서, 마음을 안정시키는 생활체험이 주요 목적으로 부각되면서 농촌 관광이 급속도로 발전하였다. 농업인의 기업가정신, 농가소득 증대, 농촌 번영 및 관광경영학과, 관광기업의 경영 및 운영목표 달성을 위하여, 본 연구는 관련 문헌 검토와 참고자료에 기초하여 연구 가설을 제시하였다. 본 논문은 앞선 연구결과를 바탕으로 주민의 농촌관광 행동 의도에 대한 설문조사를 하였고, SPSS23.0을 이용하여 표본 데이터에 대한 상관분석과 가설검증을 통하여 다음과 같은 결론을 도출하였다. (1)시골 관광 태도, 주관적인 규범과 지각 행위 통제가 농촌 관광 행위의 방향에 긍정적인 영향을 미친다는 것이다. (2)정책 시스템과 자원 조건은 농촌 관광 행동 의도에 상당히 긍정적인 영향을 미친다는 것이다. (3)정책 시스템은 주관적 규범과 인식된 행동 통제에 상당히 긍정적인 영향을 미치고, 자원 조건은 농촌 관광 태도, 주관적 규범, 인식된 행동통제에 모두 상당히 긍정적인 영향을 미친 것으로 나타났다.

Keywords

Acknowledgement

This Paper was supported by Sehan University Research Fund in 2020.

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