Behavioral intention of visitors to an Oriental medicine festival: An extended model of goal directed behavior

Despite the importance of Oriental medicine festivals to Oriental medical tourism, little research has been conducted to understand the behavioral intention of visitors to these festivals. Therefore, this study examines the behavioral intention of visitors to a Korean Oriental medicine festival. This study employs the extended model of goal-directed behavior (EMGB) that incorporates two constructs related to Oriental medicine festivals: the Oriental medicine image of festival site (image) and the perception of Oriental medicine (perception). An on-site survey was conducted with 423 visitors attending the Sancheong Herbal Festival in South Korea. Results reveal that attitude, subjective norm, and positive anticipated emotion influenced visitorsʹ desire to attend the festival, which, in turn, influenced their behavioral intentions. Two constructs of image and perception formed positive and significant relationships with attitude toward attending the festival. Practical implications of the study results are discussed.