관광목적지이미지가 방문의도에 미치는 영향

Abstract

The purpose of this study is (1)to examine the effects of tourism destination image and risk perception on intention of visitation and (2)to investigate the moderation effect of risk perception on the relationship between tourism destination image and intention of visitation. The researcher and the trained helpers conducted a survey evaluated with the seven-point Likert scale between April and May, 2011 and 245 questionnaires were collected. Of these, 231 were used and 14 were discarded for inadequacy. To find out support for all hypotheses, an empirical analysis is carried out using hierarchical multiple regression and mean-centering method to minimize multicollinearity problem. The results of the study indicate as follows, First, the tourism destination image affects positively intention of visitation. Second, the risk perception have the partial direct effect negatively as well as the moderation effect on the relationship between tourism destination image and intention of visitation. Third, the results have difference between two groups divided by visiting experience. Finally, the managerial and theoretical implications are discussed.