관광동기 및 위험지각이 관광유형 선택과 관광후 행동에 미치는 영향 = (A) study on the effects of perceived risk and travel Motivation in travel typology choice and tourist behavior

다국어 초록 (Multilingual Abstract)

This study was conducted to theoretically develop by out-bound tourist's behavior process of package tour. It explained perceived risk of tourist throughout researching difference by each level based on between tourist's before and after travel experience. It offers an integrated approach to understand tourist motivation and attempts to extend empirical evidence on the causal relationships among the push and pull motivation, perceived risk, and travel typology.
A total of 441 usable surveys were collected from randomly selected out-bound travelers to North America, Europe, Asia, and Oceania. Four hypotheses were proposed and tested by SPSS 12.0 and LIMDEP 8.0 for the descriptive, the factor analysis, the reliability analysis, the multinomial logistic analysis, the discriminant analysis, the paired t-test analysis, the canonical analysis, and the one-way ANOVA analysis.
The proposed hypotheses are attempted to identify: the impact of push and pull factor on travel typology choice, the impact of perceived risk on travel motivation and travel typology choice, the difference in perceived risk level according to tourist's behavior, the impact of travel typology on traveler's behavior.
The results of this study indicates that hypotheses pertaining to objectives one showed that push and pull factors were significantly varied on travel typology choice and objective two exposed pre-perceived risk was significant between travel motivation and travel typology choice. Results of the hypothesis tests pertaining to objective three appeared that the differences between pre-perceived risk and perceived risk after travel were significant. It was significant that the effect of tourist behavior had differences from pre-perceived risk and perceived risk after travel. The result of testing hypothesis pertaining to objective four showed the impact of travel behavior on travel typology chosen by traveler which were significant.
This study showed that the push motivation separated from the pull motivation determines the travel typology choice. This study revealed and confirmed the existence of the critical relationship among push and pull motivations, perceived risk, and travel typology choice. This finding suggested that it would be worthwhile for travel agency to make greater investments in their travel typology choice resources, in order to continue to enhance experiences.

목차 (Table of Contents)

• 목차 = ⅰ
• 제1장 서론 = 1
• 제1절 문제의 제기 = 1
• 제2절 연구의 목적 = 4
• 제3절 연구의 방법과 범위 = 5
• 제2장 이론적 고찰 = 8
• 제1절 위험지각 = 8
• 1. 위험지각의 개념 및 구성요소 = 8
• 2. 관광목적지 선택과정과 위험지각 = 15
• 3. 위험지각에 대한 선행연구의 종합 = 23
• 제2절 관광동기 = 27
• 1. 관광동기의 개념 및 종류 = 27
• 2. 추진 및 유인요인에 대한 선행연구 = 28
• 제3절 관광유형 = 34
• 1. 관광유형에 대한 개념 및 분류 = 34
• 2. 관광유형에 대한 선행연구 = 35
• 제4절 관광동기, 위험지각, 관광유형, 관광후 행동의 상호관계 = 39
• 1. 관광동기와 관광유형 = 39
• 2. 관광유형과 관광후 행동 = 40
• 3. 위험지각과 관광후 행동 = 40
• 제3장 조사 및 분석방법의 설계 = 42
• 제1절 연구모형과 가설의 설정 = 42
• 1. 연구모형의 설계 = 42
• 2. 연구가설의 설정 = 44
• 3. 다중확률선택모형(Multinomial Logit Model)의 구조 = 48
• 제2절 조사설계 및 분석방법 = 50
• 1. 조사표본의 설계 = 50
• 2. 변수의 조작적 정의 및 설문지의 구성 = 52
• 3. 자료의 분석방법 및 절차 = 59
• 제4장 분석결과 = 63
• 제1절 표본의 일반적 특성 = 63
• 1. 표본의 특성 = 63
• 2. 연구모형 변수들의 특성 = 66
• 제2절 측정척도의 검증 = 74
• 1. 측정척도의 타당성 및 신뢰도분석 = 74
• 2. 집단의 특성 분석 = 89
• 제3절 연구가설의 검증 = 96
• 1. 연구가설의 검증 = 96
• 2. 가설검증의 요약 = 135
• 제5장 결론 = 142
• 제1절 연구의 요약 및 시사점 = 142
• 1. 연구의 요약 = 142
• 2. 연구의 시사점 = 146
• 제2절 연구의 한계 및 향후 연구과제 = 148
• 참고문헌 = 150
• 설문지 = 162
• 부록 = 169
• Abstract = 174