확장된 계획행동이론을 활용한 지역의 관광 분야 협력의도와 지지도에 미치는 영향관계 분석

Abstract

The purpose of this study is to verify the extended theory of planned behavior from the perspective of local residents by adding constructs(residence image, support level) and subdividing behavioral intentions in two aspects (residence intention, cooperation intention). To this end, an onsite survey was conducted with local residents living in Daejeon. The analysis results about the structural equation modeling showed that most of research hypotheses were appeared to be statistically significant except for the relationship between some constructs(subjective norm→residential intention, perceived behavioral control→residential intention, residential intention→cooperative intention). The specific results of empirical analysis are summarized as follows. First, residential image and subjective norm were found to have positively influenced attitude. Second, residential image and attitude appeared to be positively related to residential intention, which in turn influenced support. Third, cooperative intention seemed to have a positive and significant effect on support. Based on findings, implications were further suggested in the conclusion section.