A Study on the Influence of Safety Perception on the Visit Intention of Haeundae Beach Tourists: Focused on the Extended Goal-Directed Behavioral Model

Abstract

Lee, M. S.; Lee, J. Y.; Han, U. L.; Park, J. H., and Lee, C. W., 2019. A study on the Influence of safety perception on the visit intention of Haeundae beach tourists: Focused on the extended goal-directed behavioral model. In: Lee, J.L.; Yoon, J.-S.; Cho, W.C.; Muin, M., and Lee, J. (eds.), The 3rd International Water Safety Symposium. Journal of Coastal Research, Special Issue No. 91, pp. 211-215. Coconut Creek (Florida), ISSN 0749-0208.The purpose of this study was to identify the effect of safety perception on visit intention of Haeundae Beach visitors by applying extended goal-directed behavioral model. To achieve the goal of this study, a total of 243 surveys were collected from beach visitors who have visited Haeundae in recent 3 years. The collected data were analyzed and interpreted by SPSS 24.0 and AMOS 20.0. For the analysis, frequency analysis, confirmatory factor analysis, validity test, correlation analysis and structural equation model analysis were performed. All tests were performed using a .05 significance level. The results of this study were as follows. First, attitude, subjective norm and positive anticipatory emotion had a significant relationship with desire. Second, negative anticipatory emotion and perceived behavioral control had not significant effect on desire. Third, safety perception had a significant effect on desire and visit intention. Fourth, desire and visit intention were significantly related. In conclusion, it is important to increase the level of safety perception in order to expand the number of visitors in Haeundae Beach.