계획된 행동이론과 휴리스틱 행동의도에 관한 연구

This study is conducted by integrating Theory of Planned Behavior with Heuristic Theory, so as to deduce the influential relation between those two theories and Behavioral Intention of the participants in regional event as well as international event and to examine the regulation effect for usefulness of the smart devices. To analyze that, this study conducts a survey differentiating the participants in the regional event from those in the international event. The survey leads to the collections of 157 and 154 samples from each participant, and the result of the actual analysis on them is as follow. The hypothesis testing suggests that the R square (.596) of the participants in the international event is higher than that (.280) of the participants in the regional event. In addition, the moderating effect appears only in the international event. This study suggests the academic implication of presenting a theoretical framework by integrating Theory of Planned Behavior with Heuristic Theory in the tourism field, in particular in the event field and the practical implication of presenting a different approach method for each participant in the international and regional event.