A Study on the Behavioral Intention of Ecotourism Visitors by Using Extended Theory of Planned Behavior - Focused on Visitors to Jeju Dongbaek-Dongsan Wetland -

Abstract

The purpose of this study was to analyze the behavioral intention of eco-tourists which is essential for sustainable development of ecotourism. To do so, this study conducted the survey on visitors from Dongbaek-Dongsan wetland in Jeju Island based on applying Extended Theory of Planned Behavior which has been verified in the preliminary study in order to explain behavioral intention. This study explored Extended Theory of Planned Behavior composed of attitude, subjective norm and perceived behavioral control with additional factors including perceived value and environmental awareness as the antecedents of behavioral intention. As a result of this analysis, the relations between those factors and behavioral intention were identified that epistemic value, attitude and subjective norm, environmental awareness, and perceived behavioral control are in the sequence of the significant effects on behavioral intention. On the other hand, this study examined that functional value and emotional value did not show significant effects on behavioral intention. In conclusion, this study provides clear implications for ecotourism. It is necessary to develop marketing and promotional planning, and the various ecotourism programs that reflect visitors’ epistemic value, attitude and subjective norm, environmental awareness, and perceived behavioral control related to their behavioral intention. Also, it is essential to provide interpretation and education programs, and to organize governance with the participation of communities, environmental groups, experts and administration in order to raise social awareness regarding diverse values of ecotourism.