계획행동이론을 이용한 자연기반 축제의 방문행동 이해 = 환경친화적 관광 소비행동의 추가적 역할을 중심으로

다국어 초록 (Multilingual Abstract)

This study aims to test the extended theory of planned behavior(TPB) in visitors` decision-making process in attending a nature-based festival. Three nature related constructs of environmental concerns, perceived customer effectiveness, and environment friendly tourism behavior were added to strengthen the conceptual foundation specific to the study setting. The results of the study reveal that all newly added environmentally conscious perception and behavioral constructs formed positive and significant causal relationship with other constructs. All antecedents except perceived behavioral control were statistically significant in explaining behavioral intention to revisit the nature-based festival in this study. The revised TPB synthesized the volitional elements (attitude and subjective norm), non-volitional elements (perceived behavioral control), and environmental elements (environmental concern, perceived customer effectiveness, and environment friendly tourism behavior) together to propose decision-making mechanism of festival visitors. The findings offer richer implications in understanding visitors` decision-making process that is strongly related to behavioral intention and suggest festival can be better planned and executed in a sustainable manner.