패키지여행 의사결정 분석: 매력요인 기반 확장된 계획행동이론을 중심으로

초록

This study extends the Theory of Planned Behavior (TPB) to identify the appeal factors influencing package tour decision-making. Based on previous research, a model was developed wherein social appeal and economic appeal influence attitude. Intolerance of uncertainty and destination familiarity were hypothesized as moderators of the relationships between TPB variables and intention to participate in package tours. Structural equation modeling (SEM) was used to analyze data collected from 334 respondents with package tour experience, yielding several key findings. Both social appeal and economic appeal significantly and positively influenced attitude. Furthermore, perceived behavioral control, attitude, and subjective norm significantly predicted the intention to participate in package tours. The moderating effect of destination familiarity on the relationship between attitude and intention to participate in package tours was significant. Theoretically, the study contributes by demonstrating that interpersonal interactions and economic appeal play a critical role in shaping travelers’ attitudes toward package tours. Practically, the findings suggest that to maintain a competitive advantage in an increasingly diversified market, tourism providers must strategically leverage social factors that fulfill travelers’ interpersonal needs. The study also provides a foundation for marketing strategies, such as the use of word-of-mouth and online reviews, to mitigate negative perceptions of package tours.

키워드