관광객의 행동의도에 대한 이해 -관광객의 거주지와 TPB 모델의 결합- = Understanding Behavior Intentions of Tourists -Incorporating a Visitor`s Place of Origin into the TPB model-

다국어 초록 (Multilingual Abstract)

This study applies the Theory of Planned Behavior model to investigate the impacts of core constructs (subjective norm, perceived behavior control, attitude, and past behavior) on the behavior intention of visitors who selected Phuket as their travel destination. It finds subjective norm to be the strongest predictor of behavior intention among all the other significant determinants. A visitor`s place of origin (Western vs. Asian countries) is specified as a moderator on the relationship between subjective norm and behavior intention. The results indicate that the strength of the causal relationship between subjective norm and behavior intention is conditioned by whether the tourist`s place of origin is a Western or an Asian country. Tourists coming from Western countries to Phuket are more likely to sense higher socio-cultural distance than those from neighboring Asian countries, who may share some common cultural threads with the host destination. Thus, the referents` influence (subjective norm) may exert a stronger effect on the Western travelers` decisions to travel to Phuket. Some useful marketing implications are provided as well.