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An Exploratory Study on Visit Intention of Destination in Marine Health Tourism
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해양의료관광지의 방문의도에 관한 탐색적 연구

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Type
Academic journal
Author
Mincheol KIM (제주대학교) Chang-San BOO (제주테크노파크)
Journal
The Korean Society for Fisheries and Marine Sciences Education THE JOURNAL OF FISHERIES AND MARINE SCIENCES EDUCATION Vol.27 No.1 (Wn.73) KCI Accredited Journals
Published
2015.2
Pages
230 - 242 (13page)

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An Exploratory Study on Visit Intention of Destination in Marine Health Tourism
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Abstract· Keywords

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The purpose of this study is to propose, firstly, the definition of marine health tourism and empirically to analyse the effect of benefit sought and brand equity on visit intention of destination as marine health tourism. This study utilizes the PLS-SEM method in order to measure the overall model fitness level and statistical significance of all paths in proposed research model. As a result of the analysis, benefit sought factor like nature has a highest positive effect on brand equity(image and perceived quality) and also, on visit intention via brand equity. Specially, this study measures the non-linear of all the paths and shows the statistical significance that the more high health factor as benefit sought is, the preference for quality brands is more steeply. In addition, the measurement of the moderating effect of gender variables shows that female is the most sensitive than male on the path from health benefit sought to brand quality among all the paths. However, the definition of marine health tourism in this study is proposed according to the characteristics of a particular area. In this vein, the definition is needed to generalize more through follow-up study.
#Marine Health Tourism #PLS-SEM #Benefit Sought #Brand Equity #Intention

Contents

Abstract
Ⅰ. 서론
Ⅱ. 이론적 배경
Ⅲ. 연구 모형 및 분석 결과
Ⅳ. 결론
References

References (54)

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1. [단행본] - Aaker, D. A. / 1991 / Managing brand equity / The Free Press google schola 2. [학술지(정기간행물)] - Bagozzi, R. P. / 2012 / Specification, Evaluation, and Interpretation of Structural Equation Models / Journal of the Academy of Marketing Science 40 : 8 ~ 34 google schola 3. [학술지(정기간행물)] - Bagozzi, R. / 1991 / Assessing Construct Validity in Organizational Research / Administrative Science Quarterly 36 (3) : 421 ~ 458 google schola 4. [학술지(정기간행물)] - Barclay, D. W. / 1995 / The Partial Least Squares Approach to Causal Modeling: Personal Computer Adoption and Use as Illustration / Technology Studies 2 (2) : 285 ~ 309 google schola 5. [학술지(정기간행물)] - 부창산 / 2013 / AHP 기법을 적용한 제주지역 친수공간 자원화방안 요인의 중요도 분석 / 수산해양교육연구 25 (1) : 139 ~ 151 dbpia

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