확장된 계획행동이론(ETPB)을 적용한 직업가치가 직업선택 의도에 미치는 영향 연구

Abstract

The tourism employment market is continuously expanding with the growth of the tourism industry in Korea. However, less than 50% of graduates majoring in tourism enter into the tourism industry, while the tourism labor market suffers from a shortage of employment. This research acknowledges this job mismatch between the job market and job seekers in tourism industry in Korea. The job mismatch is an issue of growing importance in the tourism field as it is expected to cause losses due to the increased job search-related costs for job seekers as well as increased costs of hiring new employees for tourism companies in the short term. Also, if we look at it over a long period of time, the job mismatch in this field could lead to a weakening of the competitiveness of the tourism industry in Korea. The purpose of this study is to find out the factors that potential job seekers consider when they select their jobs as a starting point in order to solve the job mismatch of the tourism employment market in Korea. To this end, the research model was designed to use the extended theory of planned behavior, which is a representative behavior prediction model, adding the anticipated emotions as an emotional factor and the prior knowledge as a cognitive factor. For the empirical analysis of the research model, a total of 617 copies of valid samples were collected by conducting a questionnaire survey on university students majoring in tourism in various areas of Korea - 188 - including Seoul and Metropolitan area, Daegu, Busan, Gyeongsang-do, Gangwon-do and Jeju-do. The samples were analyzed to use PLS-Structural Equation Modeling technique for hypothesis test as well as descriptive analysis. As a result, Firstly, the intrinsic work values have positive effects on attitude to job choices in the field of tourism, subjective norms, perceived behavioral control and positive anticipated emotion, while the extrinsic work values have only a positive effect on the positive anticipated emotion. Regarding the result, the students majoring in tourism are found to be more aware of the importance of intrinsic work values when choosing a career. Besides, secondly, three factors such as attitudes, subjective norms, and positive anticipated emotion among the variables of the extended theory of planned behavior have positive effects on the job selection in tourism. In particular, the last factor turned out to be the strongest influence. The result shows that emotional factor is the most important variable in the job choice. Thirdly, the prior job knowledge in tourism area, which is one of the additional variables, has also a beneficial effect on both the attitude towards job selection and the intention to choose a career in the tourism. In addition, comparing with the differences between the group according to demographical characteristics in the influence relationship between variables in the research model, it was found that the students in a four-year college and those who have experience in tourism job market consider the intrinsic work values more important than students in junior college and those who haven't got any experience. The analysis results show the large gaps according to the 'university(college) types' and 'university(college) locations' on the variables of the research model. Between the two types of universities, four-year university students perceive intrinsic work values more than two or three year college students. They also have relatively more favorable attitudes, subjective norms, anticipated emotions and intentions on job choice in the tourism area. According to the university(college) locations, students in Gangwon-do, Daegu, Busan, and Gyeongsang-do have more affirmative attitudes and anticipated emotions as well as the high intention to choose occupations in the tourism field. In contrast, Jeju-do has a negative perception overall with lower intention to get a job in the area. The research model of this study is the extended theory of planned behavior that includes the anticipated emotions as an emotional factor and the prior knowledge as an additional cognitive factor in the original theory of planned behavior. It is made as a comprehensive behavior prediction model that integrates cognitive and emotional factors. With the results above, there is an academic significance owing to understanding an individual's job decision-making process from more various points of view. Moreover, the 'positive anticipated emotion' variable has been found to be the strongest factor influencing the job choice intention in tourism. So, it overcomes the limitations of the theory of planned behavior that has been criticized for excluding emotional factors and emphasizing only cognitive factors. The findings have been verified the suitability and necessity of emotional factors in the behavior prediction model for job selection. Furthermore, this study has deepened the previous studies by analyzing the differences between various groups in accordance with demographical characteristics such as university locations, university types which could derive meaningful implications. To sum up, the following implications are suggested. First, it is necessary to expand policies such as the tourism youth internship programs. Those can provide an opportunity for the job seekers in the colleges to experience a job in the tourism field. Second, tourism companies should share their visions with those young people, providing opportunities for mutual growth to their employees from the recruitment stage. This can help the job seekers to realize their intrinsic work values. Third, to make college students establish the intrinsic work values, educational institutions need to offer various programs to grasp students' aptitude and interests from the entrance stage in the college. They also have to provide information on characteristics and necessary inclinations of the jobs related to the majors. These could allow students to select the jobs that matches their aptitude. Moreover, university types are found to be important moderating variables. It means that different types of curricula and programs should be developed. Last but not least, in order to improve the negative image and low preferences of the occupations in the tourism sector, the efforts to enhance occupational attractiveness should be made by establishing a long-term policy to improve the related indicators such as wages and working hours.