The influence of Hanok experience on tourists’ attitude and behavioral intention: An interplay between experiences and a Value-Attitude-Behavior model

Choong-Ki Lee; Yvette Reisinger; Muhammad Shakil Ahmad; Yae-Na Park; Choong-Won Kang

doi:10.1177/13567667211011761

The influence of Hanok experience on tourists’ attitude and behavioral intention: An interplay between experiences and a Value-Attitude-Behavior model

Choong-Ki Lee, Yvette Reisinger, Muhammad Shakil Ahmad, Yae-Na Park, Choong-Won Kang

Research output: Contribution to journal › Article › peer-review

Abstract

This study examines the impact of Hanok experience on tourists’ attitude and behavioral intention using the experience economy (Pine and Gilmore, 1998) and the experienced utility theory (Kahneman et al., 1997). Specifically, the study explores how tourists’ experiences are associated with a Value-Attitude-Behavior (VAB) model in the context of a heritage tourism attraction such as Jeonju Hanok Village in South Korea. A total of 323 responses were examined using SEM analysis. The results revealed that educational, entertainment, and escapism experiences significantly influenced functional value. Functional value had a significant relationship with attitude, which was positively related to behavioral intention. The results indicate the interplay of tourists’ experiences with the VAB model. The study provides theoretical and practical implications for tourism and hospitality academics and practitioners.

Original language	English
Journal	Journal of Vacation Marketing
Volume	27
Issue number	4
DOIs	https://doi.org/10.1177/13567667211011761
Publication status	Published - 20 Oct 2021
Externally published	Yes

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title = "The influence of Hanok experience on tourists{\textquoteright} attitude and behavioral intention: An interplay between experiences and a Value-Attitude-Behavior model",

abstract = "This study examines the impact of Hanok experience on tourists{\textquoteright} attitude and behavioral intention using the experience economy (Pine and Gilmore, 1998) and the experienced utility theory (Kahneman et al., 1997). Specifically, the study explores how tourists{\textquoteright} experiences are associated with a Value-Attitude-Behavior (VAB) model in the context of a heritage tourism attraction such as Jeonju Hanok Village in South Korea. A total of 323 responses were examined using SEM analysis. The results revealed that educational, entertainment, and escapism experiences significantly influenced functional value. Functional value had a significant relationship with attitude, which was positively related to behavioral intention. The results indicate the interplay of tourists{\textquoteright} experiences with the VAB model. The study provides theoretical and practical implications for tourism and hospitality academics and practitioners.",

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AU - Park, Yae-Na

AU - Kang, Choong-Won

PY - 2021/10/20

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AB - This study examines the impact of Hanok experience on tourists’ attitude and behavioral intention using the experience economy (Pine and Gilmore, 1998) and the experienced utility theory (Kahneman et al., 1997). Specifically, the study explores how tourists’ experiences are associated with a Value-Attitude-Behavior (VAB) model in the context of a heritage tourism attraction such as Jeonju Hanok Village in South Korea. A total of 323 responses were examined using SEM analysis. The results revealed that educational, entertainment, and escapism experiences significantly influenced functional value. Functional value had a significant relationship with attitude, which was positively related to behavioral intention. The results indicate the interplay of tourists’ experiences with the VAB model. The study provides theoretical and practical implications for tourism and hospitality academics and practitioners.

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The influence of Hanok experience on tourists’ attitude and behavioral intention: An interplay between experiences and a Value-Attitude-Behavior model

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