Examining BIFF visitors' behavioral intention using an extended theory of planned behavior : Testing the image of a festival site and prior knowledge :축제개최지역 이미지와 사전지식의 추가적 역할을 중심으로

Hoo-Suk Lee; Min-Jae Oh

doi:10.21298/IJTHR.2016.08.30.8.91

Examining BIFF visitors' behavioral intention using an extended theory of planned behavior : Testing the image of a festival site and prior knowledge

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확장된 계획행동이론을 적용한 부산국제영화제 방문객의 행동의도 분석 : 축제개최지역 이미지와 사전지식의 추가적 역할을 중심으로

Type: Academic journal

Author: Hoo-Suk Lee (한세대학교) Min-Jae Oh (경희대학교)

Journal: Korea Tourism Research Association International Journal of Tourism and Hospitality Research Vol.30 No.8 KCI Accredited Journals

Published: 2016.8

Pages: 91 - 104 (14page)

DOI: 10.21298/IJTHR.2016.08.30.8.91

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Examining BIFF visitors' behavioral intention using an extended theory of planned behavior : Testing the image of a festival site and prior knowledge

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The current study sought to extend the theory of planned behavior (TPB), which is rooted in the theory of reasoned action (TRA), to more comprehensively explain the formation of visitors’ behavioral intention toward a destination. In particular, the extended TPB (ETPB) incorporates the critical constructs in the visitors’ behavior and marketing literature (i.e., destination image, prior knowledge) into the original TPB model. Understanding the decision-making process and predicting travel behavior are critical for destination tourism marketers. This study develops and tests a structural equation model using the ETPB to explain Busan International Film Festival (BIFF) visitors’ behavioral intention. Seven hypotheses were proposed regarding the relationships between image of festival site, prior knowledge, and the TPB constructs. An on-site survey was conducted with 354 visitors attending the BIFF. The results of structural analyses reveal that the ETPB has better predictive power for BIFF visitors’ behavioral intention than the original one. Attitude is found to have the greatest impact on behavioral intention. The mediating role of attitude shows a significantly positive effect on the relationships between the BIFF visitors’ behavioral intention and image of festival site, prior knowledge, and subjective norm. Therefore this study found that BIFF visitor’s forming affirmative attitudes was more important than anything else. The results of this study can help to improve marketing promotions and the development of more effective destination positioning strategies for BIFF visitors. The results also provide useful information for both government and tourism-related businesses in planning marketing communication strategies to help to promote BIFF as a travel destination.

#BIFF (Busan international film festival) #ETPB (Extended theory of planned behavior) #Image of festival site #Prior knowledge #부산국제영화제 #확장된 계획행동이론 #축제 개최지역 이미지 #사전지식

Abstract
Ⅰ. 서론
Ⅱ. 이론적 배경
Ⅲ. 연구방법
Ⅳ. 실증분석
Ⅴ. 결론 및 시사점
참고문헌
〈국문요약〉

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이후석

Affiliation 한세대학교

Fields Social Science > Tourism TOP 5% Social Science > Geography > General Geography

Articles 48 Usage 12,793

오민재

Affiliation 경희대학교

Fields Social Science > Tourism TOP 0.5% Social Science > Geography > General Geography

Articles 57 Usage 19,286

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UCI(KEPA) : I410-ECN-0101-2017-326-001365253

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