메가이벤트에 대한 지역민 참여행동 예측 요인 타당성 검증에 관한 연구 : 2011대구세계육상선수권대회를 대상으로

The purpose of this study is to examine the predictive factors of local residents' participation behaviors in mega-events. This study adopts theory of reasoned action(TRA), theory of planned behavior(TPB) and extended theory of planned behavior and tests whether or not predictive powers of those factors increase. In particular,considering place attachment a critical factor for the mega-event to be successfully held, it has been adopted as a part of antecedents comprising of extended TPB. Furthermore, this study uses PLS structural modelling analysis to examine the suggested hypotheses as well as to re-examine the results of predictive powers from hierarchical regression analysis. The survey was undertaken at the largest shopping mall at Daegu where the Daegu residents the most frequently visit prior to the launch of the IAAF World Championships Daegu 2011. A total of 420questionnaires were distributed and 394 responses were collected. 370 responses are valid for analysis excluding 24responses due to incomplete answers. The results from the analysis are as follows: First, it was found that attitude,subjective norms, perceived behavioral control and place attachment showed the strong predictive powers toward participation behavior intention in the mega-event as a result of hierarchical regression analysis, whereas only participation behavior intention demonstrated the strong predictive powers toward actual participation behaviors of local residents.; second, it was also found attitude, subjective norms, perceived behavioral control and place attachment had a significantly positive impact on participation behavior intention; third, it was revealed that participation behavior intention of local residents positively influenced their participation behaviors. Based on the results from this study, the practical implications were discussed.