• Journal of Agricultural Extension & Community Development
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• v.22 no.3
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• pp.293-300
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• 2015

This study was to investigate if there are important variables of rural tourism destination for foreign tourists that discriminate rural tourism perception, experience, and intention to behavior. of the experience activity among the regions and the villages. From the literature review, the survey questionnaires was developed to measure important variables of rural tourism destination, rural tourism perception, experiences and intention to behavior. A total of 799 useful samples were collected and analyzed in SPSS. Factor analysis showed that there are four underlying dimensions (program, preparation to receive, service and regional products, and human service). the results of discriminate analysis showed that service and regional products are important variables in rural tourism perception and experiences. And also service and regional products and human service are important variables in intention to behavior. More detailed discussion and implications are provided in conclusion.

• Journal of Korean Society of Rural Planning
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• v.16 no.4
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• pp.87-94
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• 2010

This study was performed with 239 dwellers who live in the city, visited rural tourism village. This study investigated the relationship of servicescape perception of rural tourism village and tourist satisfaction and behavior intention. The servicescape factors of rural tourism village consist of artificial factors and social factors. Social factors affect more total satisfaction, service satisfaction and environmental satisfaction more than artificial factors, but facilities satisfaction is more affected by artificial factors than Social factors. Total satisfaction and service satisfaction and environmental satisfaction influence behavior intention but facilities satisfaction does not. Total satisfaction has the biggest influence on behavior intention. This means that for successful rural tourism village development, social factors should be considered than artificial factors.

• Journal of the Economic Geographical Society of Korea
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• v.15 no.2
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• pp.314-331
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• 2012

This study aims at examining the effect of Gyeryongsan national park visitors' tourism motivation on satisfaction and behavior intention based on conducted questionnaires. According to the empirical analyses, two effects were drawn. The results are as follows: First, the effect of tourism motivation on satisfaction and behaviour intention: Second, the moderation effect of tourism purpose on tourism motivation, satisfaction, and behavior intention. According to hypothesis testing for this study, physical motivation and personal motivation influenced satisfaction in terms of tourism motivation and satisfaction for the national park destinations. In addition, physical motivation and personal motivation affected behaviour intention in terms of tourism motivation and behaviour intention for the tourism destinations. Tourist satisfaction, besides, had a significant effect on revisit and word-of-mouth intention. Finally, moderate variables of tourism purpose had a significant influence on tourism motivation, satisfaction, and behaviour intention.

• Journal of the Korea Convergence Society
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• v.10 no.11
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• pp.23-31
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• 2019

With the advent of the era of mass tourism in China and people's yearning for a better life, the demand for family tourism is increasing. This paper adds the filial piety concept variable to the original model based on the theory of planned behavior (TPB). It tests the influence mechanism of attitude, subjective norm, perceived behavior control and filial piety on the intention of family tourism behavior. The results show that； Attitude and subjective norms have significant influence on the intention of family tourism behavior; Perceptual behavior control has no significant influence on the intention of family tourism behavior; Mutual filial piety has a significant impact on family tourism behavior and authoritative filial piety has no significant effect on family tourism decision-making behavior. This conclusion expands the application boundary of the theory of planned behavior in the study of family tourism behavior intentions, and provides application reference for tourists and tourism enterprises.

• Journal of Korea Multimedia Society
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• v.18 no.9
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• pp.1140-1147
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• 2015

The purpose of this research is to analyze the factor of tourism storytelling through literature review, to figure out the relations of tourism storytelling-tourism satisfaction and tourism satisfaction -behavior intention. The total number of the questionnaire copies handed out was 440, and the 384 copies of them (the 184copies from Chinese tourists, and 200copies from Korean tourists) were used for the analysis. The results were as follows. First, it was found that the factor of tourism storytelling has influence on tourism satisfaction. Second, it was also found that the tourism satisfaction has influence on behavioral intention as well. And based on the above results, the research has figured out what factors of tourism storytelling mostly affect tourism satisfaction. By comparing Chinese and Korean tourist, and ultimately, suggested the best way to utilize this storytelling idea in a tourist area.

• Asia-Pacific Journal of Business
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• v.12 no.2
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• pp.145-159
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• 2021

Purpose - The purpose of this study is to identify the preceding factors that form pro-social tourism behavior intent in a pendemic situation and to present theoretical and practical implications for the role of individuals for a safe tourism environment. Design/methodology/approach - This study conducted an analysis by collecting 420 valid questionnaires targeting citizens who have lived in Korea continuously for more than one year. For the analysis, a confirmatory factor analysis (CFA) and a structural equation model (SEM) were used, and a multi-group confirmatory factor analysis (MCFA) and a multi-group structural equation model (MSEM) were used to verify the difference by age group. Findings - First, cognitive and affective risk perception for Covid-19 had a significant (+) effect on the ascription of responsibility to tourists, and affective risk perception and ascription of responsibility had a significant (+) effect on personal norms. Second, personal norms have been shown to have a significant (+) influence on prosocial tourism behavior intention, and prosocial tourism behavior intention has a significant (+) influence on WTP on safety tourism. Research implications or Originality - Tourism behavior in a pendemic situation can affect the spread of infection. In this respect, this study attempted to confirm how moral norms affect pro-social tourism behavior from a personal point of view. In addition, we tried to present practical implications by identifying the impact of personal norms on willing to pay for a safe tourism environment.

• Asia-Pacific Journal of Business
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• v.14 no.4
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• pp.357-370
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• 2023

Purpose - This study examined the influence relationships between the impacts of tourism development, local attachment, and resident involvement and local residents' support and pro-environmental behavior intentions in Jeju Island. Design/methodology/approach - A questionnaire was distributed to the Jeju Island residents and 373 samples were used for the analysis. Findings - The results showed that the perceived positive impact of tourism development has a positive effect on local residents' support, while the negative impact has a negative effect. Local attachment has no significant effect on local residents' support, while local involvement positively affects local residents' support. The positive impact of tourism development has a negative effect on pro-environmental behavior intention, while the perceived negative impact has a positive effect. Finally, when analyzing the relationship between local attachment, local involvement, and local support for eco-friendly behavior intention, it was found that they all have a positive effect. Research implications or Originality - Theoretical and managerial implications and suggestions for future research are discussed.

• Journal of the Korea Convergence Society
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• v.11 no.12
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• pp.207-224
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• 2020

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.

• Journal of the Korean Institute of Landscape Architecture
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• v.30 no.1
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• pp.18-28
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• 2002

This research is a preliminary empirical investigation to segment the green tourism market by intention, which is a major precedent variable determining the behavior(i.e., participation in green tourism). Then, characteristics of each segmented group such as their socio-demographic variables, green tourism attitude, types of attractions they want to be provided in destination, and constraints to participate in green tourism were compared to give information useful for green tourism managers. Data was collected by a polling agency on a total of 608 residents of Seoul, who would be potential green tourists. Three green tourist groups were identified by intention to participate. The results showed that only gender among socio-demographic variables, two constraint factors, green tourism attitude, and s]me attractions were statistically significant. It is worth noticing, however, that there was no difference in green tourism attitude between the two groups that have the strongest and the weakest intention to participate in green tourism. This result means that the green tourism attitude does not always influence positively on the formation of intention. Perceived behavioral control construct such as cost may played an important role in lowering intention to visit. Based on the findings, several marketing strategies were suggested such as identification of target market and inducing potential green tourists to participate.

• The Journal of Information Systems
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• v.33 no.2
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• pp.237-264
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• 2024

Purpose This study explores the impact of tourism live commerce on consumer participation intention. Utilizing Stimulus-Organism-Response (S-O-R) framework and situation theory, the study is to identify the features and situational factors of tourism live commerce and to investigate their impact on flow experience, perceived value, and participation intention. Design/methodology/approach A theoretical model is developed and validated through a survey, adopting PLS-SEM approach. A self-administered questionnaire was developed and distributed via Wenjuanxing, the largest online survey platform in China, in October 2022, resulting in 361 valid responses. Findings The results reveal significant effects of features and situational factors of tourism live commerce on consumer behavior, enhancing the understanding of tourism live commerce and extending the S-O-R framework in this context. The study offers both theoretical contributions and practical implications, providing valuable insights for managers to improve consumer engagement in tourism live commerce.