부산대학교 도서관

This study was aimed at understanding leisure travelers’ behavioral intention to experience local cuisine in a leisure vacation destination by examining the relationships among the latent variables (behavioral belief, evaluations of outcome, normative belief, motivation to comply, attitude, subjective norm, and behavioral intention) of the Theory of Reasoned Action (TRA) model.The results of this study indicated that the TRA model had strong predictive ability on leisure travelers’ intention to experience local cuisine. Results also showed that behavioral belief and evaluations of outcome were significant predictors of attitude toward the behavior, but only normative belief was a significant predictor of subjective norm. Attitude was also found to significantly influence behavioral intention to experience local cuisine.