초록 열기/닫기 버튼
This study aims to examine how a tourist's 'post-gaze' in TV reality programs can influence their decision-making process to engage in the participation of outdoor recreational activities, and to investigate the structural relationship link between these two entities. In order to analyze the decision-making process, a model of goal-directed behavior, including the factor of weather influence on the structural equation method, were adopted. An on-site survey collected 403 samples for analysis. Results from this study found that prior experience, and family affection, have a statistically significant effect on attitude. In addition, attitude, subjective norm, positive anticipated emotion, and negative anticipated emotion, all have a significant effect on desire. While perceived behavioral control does not have significant effect on desire, it has significant effect on behavior intention. Desire was shown to have a great effect on behavior intention.
초록본 연구의 목적은 포스트관광객의 대중매체를 통한 아웃도어레크리에이션 활동에 대한 시선이 아웃도어레크리에이션 의사결정과정에 어떠한 영향을 미치는지에 대한 구조적 관계를 규명하고자 하는 데에 있다. 포스트 관광객의 시선을 프로그램의 구성을 반영하여 선경험과 가족애로 구분하고, 프로그램에서 빈번하게 노출되는 날씨영향을 추가적인 변수로 확장하여 목표지향적 행동모델을 적용하여 분석하였다. 연구결과 시선의 선경험과 가족애는 태도에 유의한 영향을 미치는 것으로 나타났고 날씨영향은 태도에 긍정적인 영향을 미치지만, 행동의도에는 부정적인 영향을 미치는 것으로 나타났다. 또한, 태도, 주관적 규범, 긍정적 예기정서, 부정적 예기정서는 열망에 유의한 영향을 미치는 것으로 나타났고, 지각된 행동통제는 열망에 유의한 영향을 미치지 못하는 것으로 나타났지만 행동의도에는 유의한 영향을 미치는 것으로 나타났다. 그리고 열망은 행동의도에 큰 영향을 미치는 것으로 나타났다.This study aims to examine how a tourist's 'post-gaze' in TV reality programs can influence their decision-making process to engage in the participation of outdoor recreational activities, and to investigate the structural relationship link between these two entities. In order to analyze the decision-making process, a model of goal-directed behavior, including the factor of weather influence on the structural equation method, were adopted. An on-site survey collected 403 samples for analysis. Results from this study found that prior experience, and family affection, have a statistically significant effect on attitude. In addition, attitude, subjective norm, positive anticipated emotion, and negative anticipated emotion, all have a significant effect on desire. While perceived behavioral control does not have significant effect on desire, it has significant effect on behavior intention. Desire was shown to have a great effect on behavior intention.
키워드열기/닫기 버튼
Post tourist gaze, Weather influence, Outdoor recreation, Model of goal-directed behavior
