자아 일치성과 기능적 일치성이 관광객 행동의도에 미치는 영향

초록

The objective of this study was to identify the relationship among self-congruity, functional-congruity, and tourist’s behavioral intention. In particular, this study focused on showing the role of self-congruity and functional-congruity which have a significant effect on tourist’s behavioral intentions. To achieve the purpose, 344 questionnaires were collected from potential tourists. As the result, the factors of functional-congruity(food, heritage, leisure, and nature) have a significant effect on tourist’s behavioral intention, and there is no the significant relationship between self-congruity and tourist’s behavioral intention. limitations and future research directions of the study were also discussed.

키워드