싱글슈머(Single Consumer)의 나 홀로 여행 의도에 관한 연구: 확장된 계획행동이론의 적용

초록

This study aims to investigate the structural relationship between the behavioral intentions of solo travelers by adding predictive variables such as escapism motivation and perceived risk to the theory of planned behavior. Therefore, this study struggles to identify the effectiveness of the expanded theory of planned behavior and suggests useful implications for analyzing tourism trends and establishing marketing strategies along with theoretical expansion of tourists’ behavior. As a result of the empirical analysis, first, the independent variables of the theory of planned behavior, attitude and perceived behavior control, had a positive effect on the behavioral intention of solo travel. Second, the escapism motivation had a positive effect on the behavioral intention of solo travel. Third, perceived risk had negative effects on attitude, a sub-variable of planned behavior theory. Therefore, it is necessary to develop information contents, tourism products and services that can stimulate the inner desire of solo traveler in terms of emotional marketing

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