계획된 행동이론을 적용한 리얼리티 프로그램의 진정성이 여행의도에 미치는 구조적 관계분석

The purpose of this study is to examine the structural relationship between perceived authenticity from travel TV reality program and travel intention. In order to specify the decision-making process, the theory of planned behavior, which has strong explanation power regarding human behavior was added. For achieving the aim of this study, a survey was obtained from 400 participants who had watched a travel TV reality program of TVN titled Samsi Sekki(Three meals a day) and the results concluded that the perceived authenticity of travel reality program has three dimensions: trustworthy, specificity and vividness. Of the three factors, trustworthy was found to affect attitude and subjective norms, specificity had a significant effect on subjective norms, and vividness had a positive effect on attitude, subjective norms and perceived behavioral control. In addition, attitude, subjective norms and perceived behavioral control were found to affect behavioral intention. This research conducted from the viewer’s point of view through the existing studies on authenticity that has been a controversial issue in reality programs. Also, this study is meaningful in that it suggested a way to predict the demand for tourism.