계획행동이론(TPB)을 적용한 싱글 여성의 해외여행 행동의도 연구

Abstract

As demands of overseas trip by single women are increasing, this study researched their behavioral intention of overseas trip by sub-categorizing each part of three constituent concepts of the Theory of Planned Behavior(TPB), attitude, subjective norms, and perceived behavioral control, in order to figure out it specifically. For the research subjects of the study, the samples of 539 single Korean women aged between 20 and 49 were collected, and the data was analyzed by Structural Equation Modelling with AMOS. As a result of the analysis, two of total three hypotheses were verified as significant. In addition, five of six sub-factors were significant. This study is about the process of specific perception on the behavioral intention of overseas trip of single women who consist of a new market as the agents of demands for tourism, and makes a suggestion for marketing.