대중매체를 통한 기후변화인식과 잠재관광객의 행동의도에 대한 구조관계 분석: 확장된 계획행동이론의 적용

Abstract

The purpose of this study is to investigate structural relationship between climate change cognition by mass media and potential tourists’ behavioral intention using the extended theory of planned behavior. This study adopted mass media effect and consequences cognition of climate change as to forecast tourists’ behavioral intention extended. Assumption is that most natural disasters at tourist destination have been reported via the mass media and tourists perceive them and change their behavioral intention on destination. A survey was conducted from June 11th to August 30th, 2012. The results indicated that attitude, subjective norm and perceived behavioral control influenced behavioral intention. Also, the effect of mass media on climate change influenced on consequences cognition of climate change and it influenced on tourist behavioral intention. However, the effect of mass media on climate change did not affect tourist behavioral intention.