Influence of Parent-child Travel Push-pull Motivation, Experience on Behavioral Intention

국문 초록 (Abstract)

중국의 사회 발전에 따른 가족 구조의 변화와 가족 소득의 증가로 자녀 동반 가족여행은 점차 관광소비 분야의 각광받는 새로운 트렌드가 되고 있다. 관광마케터들에게 자녀를 동반한 가족여행자들의 요구와 동기를 이해하는 것이 중요한 과제로 떠오르고 있다. 본 연구는 농장으로 여행하는 자녀 동반 가족관광객 290명을 대상으로 설문조사를 실시하였으며, 자녀 동반 가족 여행자의 Push-pull 동기를 분석하고 Push-pull 동기와 경험, 행동의도 사이의 영향 관계를 검증하였다. 이 연구의 분석결과는 다음과 같이 나타났다. 13개의 push 동기 항목에 대한 요인 분석에서 어린이 & 가족, 도피 & 휴식, 사회화의 3개 push 동기 요인을 도출하였으며, 11개의 pull 동기 요인을 분석하여 시설 & 안전, 테마추구 활동, 환경의 3개의 pull 동기 요인을 도출하였다. 하위 가설 검증을 통해, 자녀 동반 가족여행자의 Push-pull 동기가 참석 경험(4E)에 긍정적인 영향을 미친다는 것을 결과를 도출하였다. 에스테틱스 체험은 자녀 동반 가족자의 행동 의도에 가장 큰 영향을 미치고, 교육 경험과 엔터테인먼트 경험도 영향을 미치는 것으로 나타났다.

다국어 초록 (Multilingual Abstract)

With the development of society, changes in the family structure of Chinas residents and the increase in family income, parent-child travel has gradually become a new hotspot for tourism consumption. It is important for tourism marketers to understand the needs and motivations of parent-child travelers. This study explored the push and pull motivations of parent-child travelers by conducting a questionnaire survey of 290 travelers to parent-child farms and validated the path relationships between push and pull motivations, experiences and behavioral intentions. The result indicated that: 3 push factors were derived from the factor analysis of 13 push items and were named as For children & Family’, Escape & Relax’, and Socialization’; 3 pull factors were derived from the factor analysis of 11 pull items and were labeled: Facilities & Safety’, Theme activities’, and Environment’. Through sub hypotheses testing, the results show that push-pull motivation of parent-child travelers has a positive effect on their experience(4Es) for attending. Esthetics Experience has the highest effect on the parent-child travelers’ behavioral intentions, followed by Education Experience and Entertainment Experience.

목차 (Table of Contents)

• 요약
• Abstract
• I. Introduction
• II. Literature review
• III. Methodology
• IV. Results
• V. Conclusion and implications
• 참고문헌

참고문헌 (Reference)

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