확장된 계획행동이론을 적용한 한방축제방문객의 의사결정과정 연구

This study is oriented to the Oriental Medicine Festival visitors and tries to reveal the structural relationship of the effect of Oriental Medicine Festival visitors to the behavior intention, by introducing the Oriental Medicine Festival image and the recognition the superiority of Oriental Medicine to the Planned behavior model. In other words there is a re-visit intention of visit behavior for Oriental Medicine Festival visitors, so we will tries to find the answer to how this kind visit behavior can affect and also can be effected by attitude, subjective norm and perceived behavioral control. The result of the extended behavioral structure plan model analyse showed that Oriental Festival image of the behavior, subjective norm and perceived behavioral control appeared as a main factor that determine the behavior of the Oriental Festival visit, but the Oriental Festival image were analyzed as a most important factor from among these.