관광동기와 이미지가 행동의도에 미치는 영향 - 이미지변수의 매개효과를 중심으로 -

In recent literature, most of image studies involve the cognitive images while few deals with the affective images. The aim of this study is to suggest, tourism motivation develops significantly in explaining a substantial value on the visitor’s behavioral intention and how to be frequently affected on the relationships between tourism motivation and behavioral intention by cognitive images and affective images. The results of this research is presented as follows: first The tourism motivation which is composed of multi-variables; sociability, escaping daily life and relaxation, had a significant influence on the cognitive images and the affective images. second the tourism intention had a significant influence on behavioral intention and finally the cognitive images and affective images have a mediating effect partially between tourism motivation and behavioral intention.