The study aims to predict the behavior of tourists in Hadong County, which is registered as KIAHS. Based on the theory of planning behavior, we intend to verify the theory of planned behaviour, which adds descriptive parameters of the perceived value and prior knowledge of an agricultural heritage. In detail, first, the perceived value and prior knowledge of tourists about an agricultural heritage understand the influence of tourists’ Attitude. Second, we could see the role of the behavioral factors in the causal relationship of the planned behavioral theory. We have identified the planned behavioral theory that attitudes, subjective norms, and perceptual behavior controls affect the intention of the revisit. Hadong should remember that by sending and providing various information about Hadong Green Tea and World Agricultural Heritage sites, it is possible to elicit changes in visitor attitudes and revisit visits.

ABSTRACT
 I. 서 론
  1. 연구배경 및 목적
  2. 연구대상지 개요
  3. 전통차의 유산적 가치와 관광자원적 가치 증대
 II. 이론적 배경
  1. 계획행동이론
  2. 지각된 가치
  3. 사전지식
 III. 연구방법
  1. 연구가설 및 모형
  2. 자료수집과 분석방법
 IV. 분석결과
  1. 표본의 특성
  2. 측정도구의 신뢰성 및 타당성 검증
  3. 가설의 검증
 V. 결론 및 시사점
 References

• 김현지(동의대학교 국제관광경영학과, Dept. of International Tourism Administration, Dong-Eui University) | Kim, Hyun-Ji Corresponding author
• 황길식((주)명소 대표, Myong So IMC) | Hwang, Kil-Sik