dc.description.abstract | 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 visitors’ 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. | vi |