본 연구는 자기결정성이론과 계획행동이론의 통합모델을 기반으로 미 술관 관람객의 기본심리욕구가 행동의도에 미치는 영향에서 행동구성개 념의 매개효과를 확인하여 행동을 예측하는 모형을 탐색하고자 하였다. 이를 위해 2024년 6월 18일부터 7월 7일까지 설문조사를 실시하여 총 273명의 응답 자료를 구조방정식 모형 분석하였다. 주요 연구결과는 다 음과 같다. 첫째, 모든 변인은 행동의도에 정적 상관을 보였다. 둘째, 기 본심리욕구와 행동의도 간의 관계에서 행동구성개념은 완전 매개효과를 보였다. 셋째, 기본심리욕구는 행동의도에 직접적인 유의미한 영향을 미 치지 못했다. 이러한 결과는 관람객의 재관람의도나 구전의도 등의 패턴 을 이해함으로써 미술관 운영 활성화를 위한 방안을 모색할 수 있다는 점에서 연구의 의의를 둔다.

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.

Purpose - Not all firms are able to completely eliminate the risk arising out of the crisis. Success hides in the ability to perceive the market expectations accurately and take correct decisions. This study aims to analyze the firms’ decisions at gross-root level. Research Design, Data, and Methodology - Primary data is obtained with the help of specially designed questionnaires from the agriproducts export firms that are members of export union of Turkey. The study is based on four theoretical structures: general planned behavior theory model, perception-leading behavior control and subjective norm model, perceived-behavioralcontrol leading perception and subjective norm models, and perceptions and subjective norms leading behavior control model. Structural Equation Models (SEM) is used to conduct the empirical analysis. Results - The findings show perceptions and subjective norms leading behavior control model as the best one, concluding that the environmental pressures and positive perceptions have significant effect on the strategic decisions of the agriproducts export firms. Conclusion - Policy tools like creating positive perception in the markets, providing sufficient information and financial support to the firms and increasing market competition can be used effectively to achieve the said objective.