확장된 계획행동이론을 적용한 고궁의 행동의도 연구 : 고유성과 관광활성화 인식을 중심으로

Authenticity is a meaningful keyword in terms of invigoration of cultural heritage tourism in modern society. Therefore, studying the authenticity is becoming more and more important. To identify the effect of authenticity, this study aims to examine behavioral intention of visitors of an ancient palace applying the extended theory of planned behavior (ETPB) by introducing authenticity and perception of tourism invigoration. To this end a sample of 404 tourists visiting an ancient palace in Seoul was obtained by onsite survey through convenience sampling, face-to-face interview, and a self-administerd questionnaire. The empirical results are summarized as follows. First, objective authenticity was found to have positively influenced existential authenticity. Second, only attitude excluding both authenticity (objective, existential) was positively related to perception of tourism invigoration. Third, objective authenticity and subjective norm excluding existential authenticity seemed to have a significantly positive influence on attitude. Fourth, all constructs (perception of tourism invigoration, attitude, subjective norm, perceived behavioral control) appeared to be positively related to behavioral intention. Meanwhile, after examining indirect effect by constructs, objective authenticity and attitude are important to form indirect relationships with behavioral intention. Also, subjective norm is important to form indirect relationships with behavioral intention as well as perception of tourism invigoration. Taken together, the results indicate that it is important to secure objective authenticity of ancient palace and promote positive attitude of visitors for the role of ancient palace as tourist sites. Based on the findings, implications for the ancient palace were further suggested in the conclusion section.