Abstract
Although tourism business operators recognize that the economic benefits from the program implemented by local government is not significant, they are constantly involved in the program. This study tried to analyze this phenomenon using the theory of policy compliance. Specifically, the study aimed to analyze the factors of compliance and the effects of these factors on compliance and participation continued-intention. For these purposes, the compliance factors were composed largely of variables related to policy content, implementation institution, and policy target group. The survey was limited to the director of the tourism businesses in Jeju that have participated in the program more than once. A total of 321 responses were retrieved, and 275 among them were used for final analysis. The result showed that reliability among the implementation institution factors and business feasibility among policy target group factors are respectively affecting to the compliance. The study also revealed that consistency among policy factors had a negative effect on the compliance. Based on these findings, this study proposed some implications to successfully operate the policy program and to ramp up the tourism industry in Jeju region.
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