Study on Behavioral Intention of Ecotourism Visitors through Self-Determination Theory and the Theory of Planned Behavior Extended with Sustainable Intelligence : Focused on Dongbaek-Dongsan Wetland in Jeju

This study aims to analyze the relationships between variables influencing the formation of behavioral intention among visitors to ecotourism sites. It applies an integrated model combining Self-Determination Theory and the Theory of Planned Behavior, and sustainable intelligence as a moderating variable. To achieve this, a survey was conducted with visitors to Jeju Dongbaek-Dongsan wetland, the research site. A total of 304 valid questionnaires were collected, and empirical analyses were performed using SPSS/WIN 27.0 and AMOS 23. The analysis examined the relationships between the sub-variables of self-determination and planned behavior in shaping behavioral intention. Additionally, the moderating effect of sustainable intelligence on behavioral intention was verified. The results of the empirical analysis revealed that intrinsic motivation plays a significant role in positively influencing the formation of planned behaviors, ultimately enhancing behavioral intention. Also, sustainable intelligence showed significant moderating effects between subjective norm and perceived behavioral control of planned behavior, and behavioral intention. These findings suggest that a stronger sense of intrinsic motivation positively impact on planned behavior and it ultimately impacts on the formation of behavioral intention. Based on this, it is necessary to develop diverse efforts including policies and programs that would positively influence on the sustainable growth of ecotourism sites in the future. Additionally, more practical insights can be provided through seasonal research and comparative research with domestic and international ecotourism sites.