확장된 계획행동이론을 통한 생태관광지 방문객의 행동의도에 대한 연구 -제주 동백동산 습지 방문객을 사례로-

Abstract

The purpose of this study was to analyze the behavioral intention of eco-tourists
 which is essential for sustainable development of ecotourism. To do so, this study
 conducted the survey on visitors from Dongbaek-Dongsan wetland in Jeju Island based
 on applying Extended Theory of Planned Behavior which has been verified in the
 preliminary study in order to explain behavioral intention. This study explored Extended
 Theory of Planned Behavior composed of attitude, subjective norm and perceived
 behavioral control with additional factors including perceived value and environmental
 awareness as the antecedents of behavioral intention. As a result of this analysis, the
 relations between those factors and behavioral intention were identified that epistemic
 value, attitude and subjective norm, environmental awareness, and perceived behavioral
 control are in the sequence of the significant effects on behavioral intention. On the
 other hand, this study examined that functional value and emotional value did not show
 significant effects on behavioral intention. In conclusion, this study provides clear
 implications for ecotourism. It is necessary to develop marketing and promotional
 planning, and the various ecotourism programs that reflect visitors’ epistemic value,
 attitude and subjective norm, environmental awareness, and perceived behavioral control
 related to their behavioral intention. Also, it is essential to provide interpretation and
 education programs, and to organize governance with the participation of communities,
 environmental groups, experts and administration in order to raise social awareness
 regarding diverse values of ecotourism.