확장된 계획행동이론을 이용한 스키리조트 방문객의 의사결정과정 연구 = A Study on the Decision-Making Process of Ski Resort Visitors using Extended Theory of Planned Behavior

다국어 초록 (Multilingual Abstract)

This study aims to explore which factors have a more powerful effect on the decision-making process of ski resort visitors using extended theory of planned behavior(ETPB). To this end, a survey was conducted to 347 visitors at a ski resort located in Gangwon Province: membership visitors(148), and non-membership visitors(199). This study also employed structural equation modeling approach and conducted multi-group analysis.
The results indicate that all independent variables such as attitude, subjective norm, perceived behavioral control, and motivation have a significant positive effect on behavioral intention. The effect of motivation on behavioral intention was found to be more significant than any other variables. The results of multi-group analysis reveal that some differences exist between membership and non-membership groups. Motivation, subjective norm, and attitude were significant factors for the membership group, whereas motivation, subjective norm, and perceived behavioral control were significant for the non-membership group.
The findings of this study provide important managerial implications. First, the strong effect of motivation on behavioral intention implies that ski resort managers should make effective marketing strategies based on appropriate skiers' motivations such as thrill, fun, and escaping from daily stress. It is reported that motivation is also closely related to customer satisfaction. Second, the significant effect of subjective norms on behavioral intention imply that ski slopes should be safely designed. Third, for membership group, managers must keep good quality of slope and facilities, and control crowdedness so that ski members have an positive attitude toward ski tourism. Finally, for non-membership group, managers should implement cost effective and service promotion strategies such as equipment rental and availability of transportation.

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