계획된 행동이론(TPB)을 적용한 중국인의 한국방문의도에 관한 연구 = 20대 젊은 층의 한류 호감도와 국가이미지의 역할을 중심으로

다국어 초록 (Multilingual Abstract)

n recent years there is a general agreement that the growth of China economy is leading to a rapid increase in ernational travel from a burgeoning middle class. Considering the importance of the Chinese market for South orea`s tourism industry, it is necessary for the tourism marketers to understand how and why the Chinese people hoose South Korea as a travel destination based on behavioral science. So, some effective marketing plans can be dded for the inbound market expansion. he purpose of this study is to examine the behavioral intention of Chinese potential tourists by applying the heory of Planned Behavior, including the additional variable of Korean Wave likability and Country Image. To this nd, an online survey is conducted with 521 Chinese. The data were analyzed by using SPSS21.0 and AMOS18.0 tatistical analysis program. he detailed results are as follows. First, Korean Wave likability has a significant positive effect on Country mage. Secondly, all independent variables have significant positive effects on behavioral intention according to orean Wave likability, attitude, perceived behavioral control, Country Image, subjective norm order. Thus, it proved hat it is efficient to predict Chinese tourists intentions to visit Korea based on the theory of planned behavior. Also he degree of Korean Wave likablility and Country Image could be very effective variables in predicting the behavior f Chinese visiting Korea.