Abstract
ABSTRACTThis research tested the Theory of Planned Behavior model to reveal the formation of tourists’ intention to experience a tour program organized by a local community (i.e. TourDure) by taking the moderating effect of gender and age into account. TourDure is an excellent case of the community-based tourism initiatives in Korea. A field survey was carried out for data collection. Our findings indicated that attitude and subjective norm had a significant impact on intention. Also, destination attachment showed a positive influence on the intention. In addition, subjective norm and attitude was found to be significant across the gender group.
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