earticle

영어

The purpose of this study is to examine the influence relationship between the value of tourists and behavioral intentions for continuous consumption in recreation and tourism areas, and also to examine the sustainability attributes in the relationship between values and behavioral intentions through empirical investigations. For this study, the researcher conducted a survey of the tourists who visited a resort area. In this study, functional value, social value, emotional value, and situational value were used as measurement tools for value, and intention to revisit, intention to visit other resorts, and intention to recommend. Sociocultural and economic factors were used. The data so gathered were analyzed using AMOS 23.0 and SPSS 23.0 programs. First, of the value of tourists, the situational value factors had a significant and positive impact on the behavioral intent. Second, of the value of tourists, social values, emotional values, and situational values had a significant and positive impact on the environmental sustainability, which was one of the sustainability factors. Third, of the sustainability factors, the environmental sustainability, economic sustainability, and social/cultural sustainability all had a significant and positive influence upon behavioral intent. Fourth, in the relationship between value factors and behavioral intent, sustainability was found to have a partial mediating effect. This can be an important data related to the value consumption of tourists for the development of the recreational tourism area, and it can be helpful in suggesting a strategy for the value of the decision attribute for the selection of the resort tourism area.