고궁에 대한 중국 관광객의 감정, 가치, 태도, 그리고 행동의도 간 구조적 관계

In order to understand response of inbound tourists for the visit of the ancient palace, this study explored relationships among emotion (arousal, pleasure), value (functional value, emotional value), attitude, and behavioral intention. To achieve this purpose, a self-administerd questionnaire based on the convenience sampling technique was developed and a field survey was administered to Chinese tourists who visited Seoul from October 1st to October 9th, 2016. Based on thorough literature reviews, research hypotheses were derived. Of 350 surveyed, 325 respondents were considered to be reliable. Empirical analysis was performed using the frequency analysis, confirmatory factor analysis, reliability analysis, and structural equation modeling with statistical package such as SPSS and AMOS. The results of this study indicate that all hypotheses were supportive except for the relationship between functional value and behavioral intention. Specially, the results show that arousal positively influenced pleasure. Arousal and pleasure were found to have positive effects on functional and emotional value. Functional and emotional value were positively related to attitude. Emotional value as well as attitude influenced behavioral intention, whereas functional value did not have an effect on behavioral intention. Managerial and academic implications are suggested in the conclusion section including some limitations and directions of future research.