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http://dx.doi.org/10.13000/JFMSE.2015.27.1.230

An Exploratory Study on Visit Intention of Destination in Marine Health Tourism  

Kim, Mincheol (Jeju National University)
Boo, Chang-San (Jeju Techno Park)
Publication Information
Journal of Fisheries and Marine Sciences Education / v.27, no.1, 2015 , pp. 230-242 More about this Journal
Abstract
The purpose of this study is to propose, firstly, the definition of marine health tourism and empirically to analyse the effect of benefit sought and brand equity on visit intention of destination as marine health tourism. This study utilizes the PLS-SEM method in order to measure the overall model fitness level and statistical significance of all paths in proposed research model. As a result of the analysis, benefit sought factor like nature has a highest positive effect on brand equity(image and perceived quality) and also, on visit intention via brand equity. Specially, this study measures the non-linear of all the paths and shows the statistical significance that the more high health factor as benefit sought is, the preference for quality brands is more steeply. In addition, the measurement of the moderating effect of gender variables shows that female is the most sensitive than male on the path from health benefit sought to brand quality among all the paths. However, the definition of marine health tourism in this study is proposed according to the characteristics of a particular area. In this vein, the definition is needed to generalize more through follow-up study.
Keywords
Marine Health Tourism; PLS-SEM; Benefit Sought; Brand Equity; Intention;
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