계획된 행동이론을 적용한 수상스포츠 관광객의 행동의도에 관한 연구 : 지각된 위험의 조절효과를 중심으로

Abstract

The purpose of the present study was to explore structural relationships between destination image, attitudes, subjective norms, perceived behavioral control (PBC), and behavioral intentions by applying the theory of planned behavior, as well as examining the moderating influence of perceived risk on these relationships among water sports tourists. The author collected data from 303 tourists who visited Gangwon-do, and assessed the measurement scale’s validity and reliability with confirmatory factor analysis, Cronbach’s alpha coefficients and correlational analysis. Structural equation modeling was performed to evaluate five factors: destination image, attitudes, subjective norms, PBC, and behavioral intentions. In addition, moderation analysis in jamovi was conducted to test the moderating effects of perceived risk. The findings displayed positive impacts of (a) destination image on attitudes, subjective norms, and PBC, (b) attitudes, subjective norms, and PBC on behavioral intentions. In addition, perceived risk did not have moderating effects on the relationship between attitudes and behavioral intentions, and subjective norms and behavioral intentions. However, perceived risk did have a moderating effect on the relationship between PBC and behavioral intentions.