섬 관광에 대한 관광자의 위험지각이 여행행동에 미치는 영향
- Title
- 섬 관광에 대한 관광자의 위험지각이 여행행동에 미치는 영향
- Other Titles
- The Influence of Tourists' Risk Perception on Travel Behavior toward Island Tour: Focusing on the Moderating Effect of Perceived Technological Usefulness and Ease of Use
- Author
- 이진의
- Alternative Author(s)
- Lee, Jineui
- Advisor(s)
- 김남조
- Issue Date
- 2020-02
- Publisher
- 한양대학교
- Degree
- Doctor
- Abstract
- however negative information on island tourism and uncertainty of smartphone environment in the island region confer significant correlation on risk perception.
The theoretical contribution of this study lies in theoretical and empirical identification of the relationship of both tourists' risk perception and travel behavior on island tourism and perceived usefulness and ease of use factor of tourists’ smartphone. Practically, this study suggested the need for comprehensive tourism safety strategy for revitalization of island tourism – like tangible improvement for diminishing risk factor from uncertainty of the tourist on island tourism along with process implementation related to island tourism safety, systemization of tourism service with smartphones, prevention and maintenance of risk of touring by giving island tour information, and servicing. The limitations of the study lie on limited population selection, limited consideration of the effect of temporal and environmental variation and application of specific psychological variables.
In conclusion, the resolution of uncertainty due to tourists' risk perception of island tourism remain the most fundamental task to revitalize island tourism. That is, the accumulation of information on island tourism safety is considered to represent the most essential foundation for island tourism revitalization policy and development plans. The results of this study are expected to be used as basic data for solving tourists' risk perception on island tourism.; An island comprises a marginal area mainly due to geopolitical characteristics of being sub-continental, surrounded by water, and retaining less estate for occupancy. Despite its characteristic setback, the island’s unique history, culture, and natural landscape are invaluable resources for tourism, and tourist in island region is increasing drastically. However, as most of the policies and researches that have been conducted mainly focus on the revitalization of island tourism, the research on the relationship between the risk perception and the travel behavior of the island as tourist destination is insufficient. In addition, although tourists in the modern society have shown a novel tourism behavior paradigm according to the internet access and digital environment - in particular, the use of smartphones and the environment in which they are operated - there is a lack of studies that relate these trend. Therefore, this study employs theory of planned behavior(TPB) to investigate how tourists' risk perception on island tourism affects traveling behavior. This study also adopts more empirical approaches by applying perceived usefulness and ease of use of technology acceptance model(TAM) in the use of smartphones, a behavior paradigm of modern people.
The analysis result confirmed, first, tourists’ risk perception on island tourism negatively affects the attitude. It should be interpreted that such results represent that the negative expectation island visit result renders negative attitude toward the island as a tourist destination. This study also found that the risk perception on island tourism equally adversely affects the subjective norm, indicating it negatively influence on the effort to live up to the significant others of the tourist oneself. Tourists’ risk perception conveys the negative effect on perceived behavioral control. These results can be recognized that increasing the risk perception of tourists on island tourism suppresses their confidence in their ability to perform their actions by self-regulation.
Second, attitudes, subjective norms and perceived behavioral control were found to maintain a significant effect on intention of the visit, where perceived behavioral control had significant correlation with intention of the visit. In the previous studies in the field of tourism using the TPB, attitudes, subjective norms, and perceived behavioral control exerted a significant effect on intention of behavior, and this study supports the results of the previous studies.
Third, the moderating effects of perceived technological usefulness and ease of use among tourists’ risk perception, attitude, subjective norms, and perceived behavioral control demonstrated to maintain partly significant affect. To begin with, the moderating effect of perceived usefulness was discovered to retain a significant relationship between functional and physical risk perception and attitude, and perceived behavioral control in both groups. These results indicate that both group with the low and high perceived usefulness exert a significant effect on attitudes and perceived behavioral control in functional and physical risk perception. In addition, the moderating effect of perceived ease of use was found to exhibit correlation with the group with high perceived ease of use. These results indicate the group with high perceived ease of use can easily find information on island tourism at any time, with no difficulty in using smartphones; 섬은 환해성과 격절성, 협소성 등 지정학적 특성으로 인해 접근성이 낮은 공간이다. 반면 섬의 독특한 역사·문화 및 자연경관 등은 관광자원으로도 가치가 크다. 이러한 이유로 섬 지역 관광자가 급속하게 증가하고 있다. 그러나 대부분 섬 관광 활성화 측면의 정책과 연구가 이루어지고 있어 섬 관광에 대한 관광자의 위험지각과 여행행동 간 영향관계 관점의 연구는 미흡하다. 또한 현대사회의 관광자들은 인터넷과 디지털 환경, 특히 스마트폰의 활용과 이를 사용하는 환경에 따라 새로운 관광행동 패러다임을 보이고 있음에도 불구하고, 이와 관련된 연구는 찾아보기 어렵다. 이에 따라 본 연구는 섬 관광에 대한 관광자의 위험지각이 여행행동에 어떠한 영향을 미치는지 규명하기 위해 계획행동이론을 적용하고자 하였다. 또한 현대인들의 행동 패러다임인 스마트폰의 활용에 있어서 기술수용모델의 지각된 유용성과 용이성 요인을 적용하여 연구함으로써 보다 실증적으로 접근하고자 하였다.
분석결과, 첫째, 섬 관광에 대한 관광자의 위험지각은 태도에 부정적 영향을 미치는 것으로 확인되었으며, 이러한 결과는 섬 관광목적지 방문결과에 대해 부정적 결과가 나타날 것이라 판단되어 섬 관광목적지 방문에 대한 부정적 태도를 취하는 것이라 할 수 있다. 또한 섬 관광에 대한 관광자의 위험지각은 주관적 규범에도 부정적 영향을 미치는 것으로 확인되었는데, 이는 관광자 자신이 중요하게 생각하는 주변인들에 부응하고자 하는 노력에 부정적 영향을 나타내고 있음을 의미한다. 섬 관광에 대한 관광자의 위험지각은 지각된 행동통제에도 부정적 영향을 미치는 것으로 나타났다. 이러한 결과는 섬 관광에 대한 관광자의 위험지각의 증가는 자기 행동조절에 의한 자신의 행동 수행능력에 대한 확신을 억제하는 것으로 이해할 수 있다.
둘째, 태도와 주관적 규범, 지각된 행동통제가 방문의도에 유의한 영향을 미치는 것으로 확인되었으며, 특히 지각된 행동통제와 방문의도 간 높은 영향관계가 있는 것으로 나타났다. 계획행동이론을 활용한 관광분야의 선행연구에서도 태도와 주관적 규범, 지각된 행동통제가 행동의도에 유의한 영향을 미치는 것으로 나타났으며, 본 연구는 선행연구 결과를 지지하였다.
셋째, 섬 관광에 대한 관광자의 위험지각과 태도, 주관적 규범, 지각된 행동통제 간 지각된 유용성과 용이성의 조절효과는 부분적으로 유의한 영향을 미치는 것으로 나타났다. 먼저 지각된 유용성의 조절효과는, 두 집단 모두 기능적, 신체적 위험지각과 태도, 지각된 행동통제 간 유의한 영향관계가 있는 것으로 나타났다. 이러한 결과는 관광자의 지각된 유용성이 낮은 집단과 높은 집단 모두 기능적, 신체적 위험지각에 있어서 태도와 지각된 행동통제에 유의한 영향을 미치는 것을 의미한다. 또한 지각된 용이성의 조절효과는, 지각된 용이성이 높은 집단에서만 영향관계가 있는 것으로 나타났다. 이러한 결과는 지각된 용이성이 높은 집단은 언제든지 쉽게 섬 관광에 대한 정보를 찾을 수 있으며, 스마트폰의 활용에도 어려움이 없으나 섬 관광에 대한 부정적 정보와 섬 지역의 스마트폰 사용환경에 대한 불확실성으로 인해 위험지각에 강한 영향관계가 나타난 것으로 판단된다.
본 연구의 이론적 기여는 섬 관광에 대한 관광자의 위험지각과 여행행동 간 영향관계 및 관광자의 스마트폰에 대한 지각된 유용성과 용이성의 영향관계를 이론적, 실증적으로 규명하였다는데 의의가 있다. 실무적 기여는 섬 관광 활성화에 앞서 섬 관광에 대한 관광자의 불확실성에 따른 위험요인을 줄이기 위해 하드웨어적 개선을 비롯한 섬 관광안전과 관련한 일련의 프로세스 구축과 스마트폰을 포함한 관광서비스의 체계화, 섬 관광정보 제공 등 섬 관광에 대한 위험의 예방과 관리 측면과 관광서비스에 이르기까지 종합적 관점의 관광안전 전략에 대한 필요성을 제시하였다. 연구의 한계로는 모집단 선정의 한계, 시간적 변화와 환경적 차이에 대한 영향을 고려하지 못했다는 한계점과 구체적인 심리적 변인들의 적용 한계를 제시하였다.
결론적으로 섬 관광에 대한 관광자의 위험지각에 따른 불확실성의 해소는 섬 관광활성화를 위해 가장 근본적으로 선행되어야 할 과제라 할 수 있다. 즉 섬 관광안전에 대한 정보의 축적은 섬 관광활성화 정책과 개발의 가장 기본적인 토대가 될 것이라 사료된다. 본 연구의 결과는 앞서 언급한 섬 관광에 대한 관광자의 위험지각을 해소하기 위한 기초자료로 활용될 수 있기를 기대한다. | An island comprises a marginal area mainly due to geopolitical characteristics of being sub-continental, surrounded by water, and retaining less estate for occupancy. Despite its characteristic setback, the island’s unique history, culture, and natural landscape are invaluable resources for tourism, and tourist in island region is increasing drastically. However, as most of the policies and researches that have been conducted mainly focus on the revitalization of island tourism, the research on the relationship between the risk perception and the travel behavior of the island as tourist destination is insufficient. In addition, although tourists in the modern society have shown a novel tourism behavior paradigm according to the internet access and digital environment - in particular, the use of smartphones and the environment in which they are operated - there is a lack of studies that relate these trend. Therefore, this study employs theory of planned behavior(TPB) to investigate how tourists' risk perception on island tourism affects traveling behavior. This study also adopts more empirical approaches by applying perceived usefulness and ease of use of technology acceptance model(TAM) in the use of smartphones, a behavior paradigm of modern people.
The analysis result confirmed, first, tourists’ risk perception on island tourism negatively affects the attitude. It should be interpreted that such results represent that the negative expectation island visit result renders negative attitude toward the island as a tourist destination. This study also found that the risk perception on island tourism equally adversely affects the subjective norm, indicating it negatively influence on the effort to live up to the significant others of the tourist oneself. Tourists’ risk perception conveys the negative effect on perceived behavioral control. These results can be recognized that increasing the risk perception of tourists on island tourism suppresses their confidence in their ability to perform their actions by self-regulation.
Second, attitudes, subjective norms and perceived behavioral control were found to maintain a significant effect on intention of the visit, where perceived behavioral control had significant correlation with intention of the visit. In the previous studies in the field of tourism using the TPB, attitudes, subjective norms, and perceived behavioral control exerted a significant effect on intention of behavior, and this study supports the results of the previous studies.
Third, the moderating effects of perceived technological usefulness and ease of use among tourists’ risk perception, attitude, subjective norms, and perceived behavioral control demonstrated to maintain partly significant affect. To begin with, the moderating effect of perceived usefulness was discovered to retain a significant relationship between functional and physical risk perception and attitude, and perceived behavioral control in both groups. These results indicate that both group with the low and high perceived usefulness exert a significant effect on attitudes and perceived behavioral control in functional and physical risk perception. In addition, the moderating effect of perceived ease of use was found to exhibit correlation with the group with high perceived ease of use. These results indicate the group with high perceived ease of use can easily find information on island tourism at any time, with no difficulty in using smartphones
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- https://repository.hanyang.ac.kr/handle/20.500.11754/123183http://hanyang.dcollection.net/common/orgView/200000437448
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