오토캠핑장 선택속성이 방문객의 행동의도에 미치는 영향 = 관여도의 조절효과를 중심으로

다국어 초록 (Multilingual Abstract)

The purpose of this study is to analyze the effect factors that the selective attribute of an auto campground and other related variances have on the behavioral intention of users. Furthermore, this study tried to assume the features and differences of two different groups whose camping participation was different from each other in comparison of the types of the two through the log-likelihood ratio test. To achieve the purpose of the study, surveys were conducted twice from May 2 to 3, 2015 and from 9 to 10, 2015 so as to collect data, targeting man and woman campers, aged 20 years and older, who were enjoying their leisure time during weekends in the auto campground of Jarasum, by distributing a total of 340 copies of a questionnaire. The analysis there of was made by using SPSS(Statistic Package for Social Science) 18.0 and LIMDEP 8.0 which are widely utilized in the field of social science. First, to grasp the features of the camping activity and the demography of the sample campers, a frequency analysis was conducted, thereby the features of the samples were grasped, and to verify the study subject, factors and reliability between the measuring questions were analyzed as well. In addition, so as to assume the effect of the selective attribute of the auto campground on the behavioral intention of campers, this study applied the OPM(Ordered Probit Model) to the analysis. Finally, the measuring items of participation were divided into two groups, a group of high participation and another group of low participation in order to compare the behavioral intention factors about the selective attribute of the auto campground by group, where in the LR-test(Log-likelihood Ratio test) was utilized. 5 factors designed for the analysis of factors were named expense, leisure facility, use service, convenience, and accessibility factor. Regarding the variances which affect the behavioral intention of campers with the use of auto campground in the group of low participation, the leisure facility and convenience factor had significant 1% toward positive(plus) direction, the expense factor significant 5% toward positive(plus) direction, respectively, while in the group of high participation, the expense factor had significant 1% toward positive(plus) direction, and accessibility factor, significant 5% toward positive(plus) direction. Based on the results, this study provide some suggestions for revitalizing auto camping.