Utilitarianism and Hedonism with Theory of Planned Behavior: Examining Behavioral Intentions of Tourists

초록

The objective of this study is to integrate the concept of the theory of planned behavior (TPB) as a control construct between hedonic and utilitarian outcomes and repatronizing and revisiting intentions of tourists who visited a tourist destination. The study site is Kyeonbokgung Palace, one of the historical, tourist spots of South Korea. Around 265 qualified questionnaires were used for the analysis. The findings of this study suggest that there is a positive impact of hedonism and utilitarianism on re-visiting and re-patronizing intention, however only the dimensions of attitude and societal norms specified in the theory of planned behavior are significant relative to revisiting and repatronizing intention after these were controlled by TPB-dimensions.

키워드