가치-태도-행동(VAB) 체계의 확장을 통한 스마트 관광에 대한 지지도 분석 = An Analysis of Support toward Smart Tourism through the extension of Value-Attitude-Behavior(VAB) hierarchy

다국어 초록 (Multilingual Abstract)

Smart tourism, which naturally began to attract attention according to the trend of the times,has become an object that provides important experiences to tourists. Accordingly, many citiesare making various attempts to provide smart tourism experiences (e.g., smart tourism citydevelopment projects). In this situation, this study structurally examines the causal relationshipregarding smart tourism experiences by extending the value-attitude-behavior (VAB) hierarchy.
Specifically, we examined the influence relationship between memorable tourism experiencesthrough smart tourism, experience value, two-dimensional attitude (smart tourism, smart tourismcity), behavioral intention, and support. The results of structural equation modeling analysis are asfollows. First, it shows that memorable tourism experiences are positively related to experientialvalue. Second, experiential value was found to have a positive effect on attitude toward smarttourism. Third, attitude toward smart tourism had a positive effect on attitude toward smart tourismcity, whereas experiential value did not have a significant effect on attitude toward smart tourismcity. Fourth, attitude toward smart tourism city had a positive effect on behavioral intention,whereas attitude toward smart tourism did not have a meaningful effect on behavioral intention.
Fifth, behavioral intention was found to be positively related to support. As a result, it will beimportant to build a smart tourism environment to strengthen the competitiveness of urban tourism.
Afterwards, specific academic and practical implications of this study are described in detail in theconclusion section.