擴張된 計劃行動模型을 利用한 中國人 農村觀光 行動意圖에 관한 硏究 = a study on the behavior intention of rural tourism in China, by using the extended theory of planned behavior

다국어 초록 (Multilingual Abstract)

Rural tourism is an important means to realize the economic regulation in rural areas. With the prosperous development of rural tourism, the research of rural tourism in China has been attracting increasing attention from government and scholars. The most important topics in the researches of tourism economy is to recognize the tourists' behavior intention, that the western tourism academia has take tourism behavior and behavior intention as an important field in tourism theoretical research. Since reform and opening up to the outside world, tourism industry has greatly developed especially when referred to rural tourism. Therefore, a study of behavior intention of urban residents which is major participants of rural tourism activities, is of great significance to reveal the general characteristics of rural tourism activities, and expand the rural tourism market in China. In recently, concerns about environmental issues are raised, discussion about the concept of sustainable development is active and the concern of sustainable tourism that is the concept applied the sustainable development to tourism is related. With social discussion about environment, urban residents prefer wildness and rural area to existing tourist destination that means indicates these trends of new tourism patterns.
The main purpose of this study is to predict urban resident's rural tourism behavior intention, based on Extended the Theory of Planned Behavior. At first Ajzen's(1991) the Theory of Planned Behavior(TPB) is based on psychology, but right now it has been applied to tourism marketing to better explain tourists' behavior. But empirical investigation indicated that theory could not individually explain behavior intention perfectly. So it is necessarily to build a more perfect fame to explain it. In existing the Theory of Planned Behavior, the side of tourists' behavior has been emphasized. However, as the tourists' emotions become important, emotions attained by tourism experience to anticipate tourists' behavior have had a high attention. Based on the demand of theoretical innovation and empirical instruction for rural tourism behavior, this study establishes model of Extended Theory of Planned Behavior(ETPB) to explain the theoretical frame of rural tourism behavior intention by exerting economics. This study consisted of the below parts: Firstly developed the Theory of Planned Behavior, which consists of all the factors of rural tourism behavior intention. Secondly, the questionnaire about the factors of behavior intention is determined on the basis of literature review, and the data is also collected subsequently. Thirdly, this study tests the Extended Theory of Planned Behavior model and hypothesis of rural tourism behavior intention mechanism and draws a conclusion.
This study did actual-proof research based on document researches and consisted of a formal survey. This survey was based on the findings of 850 valid questionnaires collected by tourists to rural tourism from November 1 to December 1, 2010. The research model for the actual research schematized a hypothetic construct and set the hypothesis. It was statistically analyzed using SPSS 18.0 and AMOS 18.0.
The conclusion of this study is: (1) after examining relationship among antecedent variables, relevant variables and consequent variables, most of relationships among constructs of TPB were statistically significant and positively. That's means China's urban resident tourists' behavior intention is affected by attitude, subjective norm, perceived behavioral control. (2) by exploring relationships among constructs of ETPB, which motivation is added. Except perceived behavioral control, All the explanatory variables(subjective norm, perceived behavioral control, motivation) had statistically significant explaining behavioral intention. Although the perceived behavioral control has no direct influence behavior intention, but we still could found the indirect effect of attitude through motivation to behavior intention. (3) to compare the difference between characteristics (constructs of ETPB) on urban resident tourists of groups segmented by environmental involvement level.

목차 (Table of Contents)

• 제1장 서 론=1
• 제1절 연구배경=1
• 제2절 문제제기=3
• 제3절 연구의 목적=6
• 제4절 연구의 방법=7
• 제5절 연구의 구성=8
• 제2장 이론적 고찰=11
• 제1절 농촌관광에 관한 이론적 고찰=11
• 1 농촌관광의 개념, 특성=11
• 2 중국농촌관광의 현황=20
• 3 농촌관광에 관한 선행연구=33
• 제2절 관광동기에 관한 이론적 고찰=40
• 1 관광동기의 개념=40
• 2 관광동기의 유형=42
• 3 농촌관광동기에 관한 선행연구=49
• 제3절 계획행동이론에 관한 이론적 고찰=56
• 1 태도-행동이론=56
• 2 합리적 행동이론=58
• 3 계획행동이론=60
• 4 계획행동이론에 관한 선행연구=67
• 제4절 환경관여도에 관한 이론적 고찰=78
• 1 관여도의 개념=78
• 2 관여도의 분류=80
• 3 관여도의 측정=84
• 4 환경관여도=89
• 5 관여도에 관한 선행연구=90
• 제3장 연구방법=95
• 제1절 연구모형 및 가설 설정=95
• 1 연구모형=95
• 2 가설설정=97
• 제2절 변수의 조작적 정의 및 설문지 구성=103
• 1 변수의 조작적 정의=103
• 2 설문지 구성=106
• 제3절 조사설계 및 연구방법=107
• 1 조사설계=107
• 2 연구방법=108
• 제4장 실증분석=111
• 제1절 표본의 특성=111
• 제2절 구성개념 내 측정변수의 기본적 특성=113
• 1 농촌관광 참여동기에 대한 측정변수의 기본적 특성=113
• 2 계획행동이론 구성개념에 대한 측정변수의 기본적 특성=115
• 3 환경관여도에 대한 측정변수의 기본적 특성=116
• 제3절 측정모형에 대한 요인분석=117
• 1 농촌관광 참여동기에 대한 요인분석=117
• 2 계획행동이론 내 구성개념에 대한 확인적 요인분석=122
• 제4절 연구모형의 분석과 가설 검증=124
• 1 확장된 계획행동이론의 구성개념에 대한 구조방정식 모형 및 가설 검증=124
• 2. 환경관여도의 조절 수준=130
• 제5장 결론=135
• 제1절 연구 결과 요약=135
• 제2절 연구의 시사점 및 한계점=139
• 부 록=142
• 참고문헌=142
• 설 문 지=163
• ABSTRACT=173
• 감사의 글=176