국제이벤트 참가자들의 행동의도 결정요인에 관한 연구: 합리적 행동이론과 휴리스틱 이론의 접목을 중심으로

The purpose of this study is to combine thee Theory of Reasoned Action (TRA) with ‘Heuristic Theory’, approaching on Decision Variable of Behavioral Intention of participants in an international event, by the consumer side rather than the supplier side. In addition, those two theories are related to information., so the participants’ usefulness for the smart devices, which provides easier access to information, is set as the Moderator Variable to deepen the contents of the theory. We conducted the analysis by distributing a questionnaire to a group having visited any international event more than once a year in the last 5 years. As a result, we acquired 341 samples and utilized them for the actual analysis. The hypothesis testing suggests that Attitude, Subjective norm (rational judgment) and Heuristic (irrational judgment) have a significant influence on the participants’ behavioral intention, among those the effect of Heuristic is relatively high. Also, we adopt both hypothesis 1 and 2, since the significance is verified, as a result of examining the regulation effect for usefulness of the smart devices. On the basis of those research results, this study suggests the academic implications of the integration of two theories in the tourism field/sector and the practical implications that creating the marketing strategy is effective to provoke Heuristic judgment. So we regard it as meaningful to provide the proposal for the following study.