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@article{ART002183720},
author={김주현 and Han, Hee-sup},
title={Investigating Museum Visitors’ Value and Behavior for Cultural Tourism Convergence: Extension of Value-Attitude-Behavior Theory and the Moderating Role of Perceived Price},
journal={Journal of Tourism Sciences},
issn={1226-0533},
year={2017},
volume={41},
number={1},
pages={139-158},
doi={10.17086/JTS.2017.41.1.139.158}

TY - JOUR
AU - 김주현
AU - Han, Hee-sup
TI - Investigating Museum Visitors’ Value and Behavior for Cultural Tourism Convergence: Extension of Value-Attitude-Behavior Theory and the Moderating Role of Perceived Price
JO - Journal of Tourism Sciences
PY - 2017
VL - 41
IS - 1
PB - The Tourism Sciences Society Of Korea
SP - 139
EP - 158
SN - 1226-0533
AB - In the present study, we developed an extended Value-Attitude-Behavior (VAB) model in order to clearly understand museum visitors’ post-purchase decision-making process. A field survey was conducted throughout major museums located in Seoul, Korea. A total of 310 usable responses were utilized to achieve the objectives of this research. Results of the structural analysis revealed that knowledge and relational values positively affected visitor attitude. This attitude subsequently had both a positive and negative influence on positive and negative anticipated emotions, respectively. In addition, it was found that while positive anticipated emotion exerted a significant impact on the revisit intention, negative anticipated emotion was not significantly related to intention. A close examination of the indirect relationships among variables indicated that positive attitude and positive anticipated emotion played a partial mediating role in the proposed theoretical framework. Moreover, findings from the test for metric invariance showed that the perceived price moderated the knowledge value.
KW - Converged cultural tourism;Museum;EVAB;Anticipated emotion;Perceived price
DO - 10.17086/JTS.2017.41.1.139.158
ER -

김주현 and Han, Hee-sup. (2017). Investigating Museum Visitors’ Value and Behavior for Cultural Tourism Convergence: Extension of Value-Attitude-Behavior Theory and the Moderating Role of Perceived Price. Journal of Tourism Sciences, 41(1), 139-158.

김주현 and Han, Hee-sup. 2017, "Investigating Museum Visitors’ Value and Behavior for Cultural Tourism Convergence: Extension of Value-Attitude-Behavior Theory and the Moderating Role of Perceived Price", Journal of Tourism Sciences, vol.41, no.1 pp.139-158. Available from: doi:10.17086/JTS.2017.41.1.139.158

김주현, Han, Hee-sup "Investigating Museum Visitors’ Value and Behavior for Cultural Tourism Convergence: Extension of Value-Attitude-Behavior Theory and the Moderating Role of Perceived Price" Journal of Tourism Sciences 41.1 pp.139-158 (2017) : 139.

김주현, Han, Hee-sup. Investigating Museum Visitors’ Value and Behavior for Cultural Tourism Convergence: Extension of Value-Attitude-Behavior Theory and the Moderating Role of Perceived Price. 2017; 41(1), 139-158. Available from: doi:10.17086/JTS.2017.41.1.139.158

김주현 and Han, Hee-sup. "Investigating Museum Visitors’ Value and Behavior for Cultural Tourism Convergence: Extension of Value-Attitude-Behavior Theory and the Moderating Role of Perceived Price" Journal of Tourism Sciences 41, no.1 (2017) : 139-158.doi: 10.17086/JTS.2017.41.1.139.158

김주현; Han, Hee-sup. Investigating Museum Visitors’ Value and Behavior for Cultural Tourism Convergence: Extension of Value-Attitude-Behavior Theory and the Moderating Role of Perceived Price. Journal of Tourism Sciences, 41(1), 139-158. doi: 10.17086/JTS.2017.41.1.139.158

김주현; Han, Hee-sup. Investigating Museum Visitors’ Value and Behavior for Cultural Tourism Convergence: Extension of Value-Attitude-Behavior Theory and the Moderating Role of Perceived Price. Journal of Tourism Sciences. 2017; 41(1) 139-158. doi: 10.17086/JTS.2017.41.1.139.158

김주현, Han, Hee-sup. Investigating Museum Visitors’ Value and Behavior for Cultural Tourism Convergence: Extension of Value-Attitude-Behavior Theory and the Moderating Role of Perceived Price. 2017; 41(1), 139-158. Available from: doi:10.17086/JTS.2017.41.1.139.158

김주현 and Han, Hee-sup. "Investigating Museum Visitors’ Value and Behavior for Cultural Tourism Convergence: Extension of Value-Attitude-Behavior Theory and the Moderating Role of Perceived Price" Journal of Tourism Sciences 41, no.1 (2017) : 139-158.doi: 10.17086/JTS.2017.41.1.139.158