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Applying the Theory of Planned Behavior to Forecast the Food Purchase in Festivals

축제방문자의 먹거리 구매행동 예측에 대한 계획행동이론의 적용

  • 이준엽 (동국대학교 호텔관광경영학과) ;
  • 안태기 (동국대학교 호텔관광경영학과)
  • Published : 2008.02.28

Abstract

The foods served in festivals only affect attractiveness on visitors in itself. Because residents, tourists and vendor flow into the site in opening periods. In this case, there are always the possibility to happen to accident in site unprecedently. Therefore, The purpose of the study is to examine how visitors perceive the foods vendors served in festivals and how the factors influence among the casual relationship to applying the planned behavior theory. The Results is following up. Behavior Intention is affected the variables of belief, subjective norm and perceived behavior control. Final varialbe Food buying is affected the variable of behavior intention positive, but perceived behavior contro is not significant(p<0.05). Festivals make for the depar from the life, the attractiveness of the food happen to buy it stronger than the control ability of visitors. The health control for the food is needed systemically on the focus of the risk management

Keywords

Festival;TPB;Path Analysis

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