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http://dx.doi.org/10.7851/Ksrp.2018.24.2.031

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 -  

Kim, Hyun-Ji (Dept. of International Tourism Administration, Dong-Eui University)
Hwang, Kil-Sik (Myong So IMC)
Publication Information
Journal of Korean Society of Rural Planning / v.24, no.2, 2018 , pp. 31-45 More about this Journal
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.
Keywords
Theory of Planned Behaviour; Prior Knowledge; Perceived Value; Attitude; Subjective Norms; Perceptual Behavior Controls;
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