Today, international tourism is contributing to economic growth and job creation in many parts of the world. Since the millennial generation has emerged in the tourism market, the preference for new experiences, worthwhile tourism, and cultural experience tourism destination has become more prominent. Under these social backgrounds, the increase in the number of free independent travelers who prefer Special Interest Tourism(SIT) has become an inevitable phenomenon in the world tourism industry. The purpose of this study is to investigate the relationship between the value of overseas travelers and the behavior of Special Interest Tourism. This study is to investigate whether there is a difference between SIT Preference and SIT Destination Choice Attribute depending on Personal Value and Tourism Consumption Value of overseas travelers, and to investigate the effect of Personal Value and Tourism Consumption Value of overseas travelers on SIT Attitude, also to investigate the effect of Tourism Push Motivation on the difference of the behavior of Special Interest Tourism depending on the value of overseas travelers. This study suggests academic and practical implications that will help future tourism market and outbound SIT market. The hypotheses for these purposes are following. Firstly, the SIT Preference would be distinguished significantly depending on the Personal Value of overseas travelers. Secondly, the SIT Preference would be distinguished significantly depending on the Tourism Consumption Value of overseas travelers. Thirdly, the SIT Destination Choice Attribute would be distinguished significantly depending on the Personal Value of overseas travelers. Fourthly, SIT Destination Choice Attribute would be distinguished significantly depending on the Tourism Consumption Value of overseas travelers. Fifthly, the Personal Value of overseas travelers would significantly affect the SIT Attitude. Sixthly, the Tourism Consumption Value of overseas travelers would significantly affect the SIT Attitude. Seventhly, the difference between the SIT Preference and the SIT Destination Choice Attribute depending on the Personal Value and the Tourism Consumption Value of overseas travelers would be distinguished significantly depending on the tourism push motivation. For hypotheses testing, samples were extracted the Free Independent Travelers who intend to participate in overseas Special Interest Tourism in the future from the parent population which is the outbound travelers with the experience to travel abroad in three years. The questionnaire surveys were conducted in the way of both offline method to distribute and collect questionnaires directly at the scenes and online panel survey. Survey was carried out from October, 10 to October, 31 in 2016 and among a total of 397 collected questionnaires, 282 effective questionnaires were selected for empirical data analyses. The analyzing tool to verify the hypotheses was SPSS for window ver. 21.0 and frequency analysis, descriptive statistics, exploratory factor analysis, reliability analysis, independent sample t-test, analysis of covariance(ANCOVA), multi-regression analysis were conducted. As the result of hypotheses testing, first, there was a difference in the SIT Preference depending on the Personal Value, which made hypothesis 1 accepted. Second, there was a difference in the SIT Preference depending on the Tourism Consumption Value, which made hypothesis 2 accepted. Third, there was a difference in the SIT Destination Choice Attribute depending on The Personal Value, which made hypothesis 3 accepted. Fourth, there were differences in the SIT Destination Choice Attribute depending on the Tourism Consumption Value, which made hypothesis 4 accepted. Fifth, only the Internal Orientation of Personal Value affected the SIT Attitude, which made hypothesis 5 was partially accepted. Sixth, the Knowledge Orientation, Price Orientation, and Quality Orientation of Tourism Consumption Value affected positively(/) and the Social Orientation of Tourism Consumption Value affect negatively(-), which made hypothesis 6 was accepted. Lastly, motivation for tourism was the controlling variable for the difference between the SIT Preference and the SIT Destination Choice Attribute depending on the Personal Value and the Tourism Consumption Value of overseas travelers, which made hypothesis 7 accepted. Based on the results of this study, it was confirmed that the value of overseas travelers is an important psychological variable of SIT market segmentation. Therefore, this study were able to suggest potential implications for market segmentation by 'value' psychological variables in addition to marketing proposals for outbound SIT market. ，韩语论文范文，韩语论文题目 |
