관광정보와 관광경험간 관계에 미치는 신기성욕구의 조절효과 연구

The purpose of this study was to investigate the influence of tourism information on tourism experience and also investigate the moderating effect of novelty seeking on tourism information and tourism experience. The hierarchical linear regression by Baron & Kenny(1986) was used for this purpose and also the mean centering method by Cohen, Cohen, West & Aiken(2003), and Holmbeck(1997) was used to eliminate the multicollinearity. Specifically, the tourism experience was categorized into four main factors(4Es); pleasure experience, freedom experience, learning experience, and local culture experience. The result of this study suggested that tourism information influenced tourism experience; there were partially antagonistic moderating effects of novelty seeking on the relationship between tourism information and tourism experience. Novelty seeking moderated antagonistically on the relationship between pleasure experience and freedom experience, however not for the relationship between experience of learning and experience of local culture. Managerial implication for this study suggested that appropriate tourism information based on actual tourism destination played a very important role in tourism experience, and too much novelty seeking tourism information might negatively influence tourism experience. Future study need to investigate the moderating effect of novelty seeking on specific tourism market such as adventure tourism.