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The Moderating Effects of Hedonic & Utilitarian Value on the Marine Leisure and Tourism Activity Participation Process

  • Journal of Tourism Sciences
  • Abbr : JTS
  • 2010, 34(4), pp.35-59
  • Publisher : The Tourism Sciences Society Of Korea
  • Research Area : Social Science > Tourism

Youngjin Lee 1

1한양대학교

Accredited

ABSTRACT

Using the theory of reasoned behavior, this research predicts marine leisure and tourism activity participants' behavior intention. Then, it explores the moderating effects of hedonic and utilitarian value on the relationship between the behavior intention and independent variables such as attitude, subjective norm, and perceived behavior control. Data were collected online on April 2009 from 237 people who had pervious experiences of marine tourism activity participation. Results show that the level of hedonic value of the participants moderates the relationship between two independent variables (i.e., attitude and subjective norm) and behavior intention. In addition, the level of utilitarian value of the participants moderates the relationship between subjective norm and behavior intention. Based on these results, the MeHU(Moderating effects of the Hedonic and Utilitarian values) model is proposed and several practical implications are also discussed.

Citation status

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