earticle

영어

The purpose of this study is to analyze the impact relationship with the behavior intention of individual tourists through the theory of planned behavior, and to empirically analyze moderating effect of the perceived risk and demographic characteristics in this process. For this purpose, a survey was conducted on adults aged 19 or older and used for analysis based on valid sample of 302 copies. The analysis results showed that individual tourist attitudes, subjective norm and perceived behavioral control all have significant effects on behavior intention(H1). And the perceived behavioral control and behavior intention also showed that there was a moderating effect of perceived risk(H2). It was also found that perceived risks and demographic characteristics represented a moderating effect in the relationship between perceived behavioral control and behavior intention(H3). This study proposed measures to promote individual tourism of post-corona era and contributed to academic development.