계획된 행동이론(TPB)을 적용한 e스포츠 중국 시청자가 한국 여행의도에 관한 연구

초록

This study examined the perceptions of Korean image among Chinese viewers who experienced Korean e-sports content, as well as the planned behavioral theory factors and travel intentions. With the recent popularity rise of e-sports matches, e-sports tourism has also increased. This study aimed to identify how domestic e-sports content influences travel intentions among Chinese individuals and derive academic and industrial implications. The independent variable was the Korean image, while the planned behavioral theory factors were categorized as "attitude," "subjective norm," and "perceived behavioral control." After understanding the impact of the Korean image on planned behavioral theory factors, the analysis proceeded to investigate how these factors affect travel intentions. The online survey for this study was conducted from March 5th to March 20th, 2024, with a total of 370 respondent data utilized for the final analysis. Structural equation modeling analysis revealed that the Korean image positively influences attitudes, subjective norms, and perceived behavioral control. Furthermore, these factors were found to have a positive impact on travel intentions as well. These results suggest the ongoing development of e-sports content is necessary to promote the Korean travel economy.

키워드