커피 축제 방문객의 휴리스틱이 실제적 행동에 미치는 영향

• 영문명: The impact of coffee festival visitors' heuristics on their actual behavior
• 발행기관: 한국커피협회
• 저자명: 김기동(Gi-Dong Kim)
• 간행물 정보: 『한국커피문화연구』제10권 2호, 311~333쪽, 전체 23쪽
• 주제분류: 복합학 > 학제간연구
• 파일형태: PDF
• 발행일자: 2024.12.31

국문 초록

The purpose of this study was to provide an empirical basis for future academic research through investigating the influence and relationship between coffee festival visitors' heuristics and actual behavior. For this research, a 300 samples were conducted to the tourist belong marine and coastal tourism. By SPSS 22.0, using the general characterization of tourist for the frequency analysis and simple regression analysis, the between heuristics and actual behavior. Results, marine and coastal tourist’s significantly impacts on the actual behavior factor and should recognize the importance of heuristics factors within the actual behavior. The following discussion directions were suggested based on this results: The academic and practical implications of this study are as follows. The academic implication of this study is that it verified the relationship between heuristics and actual behavior for coffee festival visits, whereas previous studies on coffee festival visits only identified the causal relationship between heuristics and actual behavior based on psychological variables. In terms of practical implications, we found that both heuristics of Gangneung coffee festival visitor participation have a positive effect on actual behavior. These results support the findings of previous studies (So, Youngho, 2021; Han, Pilkyu, and Lim, Geunwook, 2020; Yoo, Sook, and Hong, Kyungwan, 2017). Therefore, tourists who want to participate in coffee festival visits should be cogniant of the positive behavior In addition, the coffee festival destination should present a plan for coffee festival visitation facilities that allow tourists to relax and escape from everyday life while visiting the coffee festival, and a plan to build infrastructure for accessibility to the coffee festival destination.

목차

Ⅰ. 서 론

Ⅱ. 이론적 고찰

Ⅲ. 연구 방법

Ⅳ. 연구결과 및 고찰

Ⅴ. 결론 및 시사점

참고문헌

키워드

heuristic actual behavior coffee festival