확장된 계획행동이론(ETPB)을 적용한 여행관여도와 국외여행 의도 연구
A Study on the Travel Involvement and Intention of Overseas Travel Using Extended Theory of Planned Behavior
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This study aimed to present academic and practical implications by providing basic data and results appropriate for establishing marketing strategies in the Korean travel aviation industry by empirically analyzing the relationship between travel involvement and attitude subjective norms, perceived behavioral control, applying ETPB. for college students majoring in tourism who will have a profound impact as important potential customers or key tourism workers in the tourism industry in the future. The analysis results are as follows. Travel involvement and attitude (β=.721), subjective norms (β=.519), perceived behavior control (β =.269), overseas travel intention (β=.684), etc., and attitude in the relationship between ETPB and overseas travel intention (B=.603), subjective norms (B=.169), and perceived behavioral control (B=.147) appeared, all of which were found to have significant effects.Based on the analysis results, academic and practical implications are proposed as follows. First, the relationship between ETPB and overseas travel intention was investigated by applying travel involvement as an independent variable. It is significant that two of the ETPB explanatory variables, attitude and subjective normative items, were newly developed and analyzed to present ETPB explanatory variables as different criteria. Third, the key words of travel involvement and attitude appear as value, meaning, attractiveness, interest, and happiness for travel or overseas travel. It is also an issue that must be considered when planning travel products or establishing marketing strategies in the travel industry.
Abstract
This study aimed to present academic and practical implications by providing basic data and results appropriate for establishing marketing strategies in the Korean travel aviation industry by empirically analyzing the relationship between travel involvement and attitude subjective norms, perceived behavioral control, applying ETPB. for college students majoring in tourism who will have a profound impact as important potential customers or key tourism workers in the tourism industry in the future. The analysis results are as follows. Travel involvement and attitude (β=.721), subjective norms (β=.519), perceived behavior control (β =.269), overseas travel intention (β=.684), etc., and attitude in the relationship between ETPB and overseas travel intention (B=.603), subjective norms (B=.169), and perceived behavioral control (B=.147) appeared, all of which were found to have significant effects.Based on the analysis results, academic and practical implications are proposed as follows. First, the relationship between ETPB and overseas travel intention was investigated by applying travel involvement as an independent variable. It is significant that two of the ETPB explanatory variables, attitude and subjective normative items, were newly developed and analyzed to present ETPB explanatory variables as different criteria. Third, the key words of travel involvement and attitude appear as value, meaning, attractiveness, interest, and happiness for travel or overseas travel. It is also an issue that must be considered when planning travel products or establishing marketing strategies in the travel industry.
참고문헌 (35)
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