포스트코로나 시대 관광 노스탤지어와 보복여행 욕구가 해외여행의도에 미치는 영향-ETPB모델을 중심으로
Effect of Tourism Nostalgia and Revenge Travel Desire on Overseas Travel Intention in the Post COVID-19 Era: Focusing on the ETPB Model
0
조회
0
다운로드
0
인용
0
참고문헌
키워드
초록
The purpose of this study was to establish and validate an extended theory of planned behavior model with tourism nostalgia and revenge travel desire as antecedents to effectively explain tourist consumption behavior in the post-COVID19 era. The research was conducted through a survey of domestic adult consumers, and after excluding inappropriate data, a total of 331 samples were used for empirical analysis. The results are as follows. First, tourism nostalgia had a positive effect on revenge travel desire. Second, tourism nostalgia and revenge travel desire had a positive effect on attitudes towards overseas travel. Third, in verifying the relationship between variables in the theory of planned behavior, it was found that attitudes, subjective norms, and perceived behavioral control had a positive effect on overseas travel intention. Fourth, as a result of verifying the indirect effect of the research model, it was found that tourism nostalgia had a positive effect on overseas travel intention through revenge travel desire and attitude, and revenge travel desire through attitude. Based on the research results, strategic implications were presented by utilizing consumers' tourism nostalgia and revenge travel desires in the post-COVID19 era.
Abstract
The purpose of this study was to establish and validate an extended theory of planned behavior model with tourism nostalgia and revenge travel desire as antecedents to effectively explain tourist consumption behavior in the post-COVID19 era. The research was conducted through a survey of domestic adult consumers, and after excluding inappropriate data, a total of 331 samples were used for empirical analysis. The results are as follows. First, tourism nostalgia had a positive effect on revenge travel desire. Second, tourism nostalgia and revenge travel desire had a positive effect on attitudes towards overseas travel. Third, in verifying the relationship between variables in the theory of planned behavior, it was found that attitudes, subjective norms, and perceived behavioral control had a positive effect on overseas travel intention. Fourth, as a result of verifying the indirect effect of the research model, it was found that tourism nostalgia had a positive effect on overseas travel intention through revenge travel desire and attitude, and revenge travel desire through attitude. Based on the research results, strategic implications were presented by utilizing consumers' tourism nostalgia and revenge travel desires in the post-COVID19 era.
참고문헌 (68)
- 경기연구원, "코로나19 3년 차, 우리는 잘 적응하고 있나?", ~ (2022)
- 고민환, "인스타그램 사용 욕구가 항공 승객의 행동의도에 미치는 영향 : ERG 이론과 ETPB 모델 적용", 관광연구저널, 35(1), pp.135~146 (2021)
- 김민정, "소비욕구 측정을 위한 척도개발", 소비자학연구, 19(1), pp.1~23 (2008)
- 김선희, "역사문화관광지에 대한 관광경험이 헤도니즘, 회상, 행동의도에 미치는 영향 관계-경주를 중심으로-", 한국외식산업학회지, 18(1), pp.121~135 (2022)
- 김아라, "노스탤지어 자극을 통한 캠핑장이용객의 감정반응이 태도에 미치는 영향", 관광연구저널, 29(6), pp.55~67 (2015)
- 김재중, "계획행동이론을 적용한 미쉐린가이드 서울 선정 레스토랑 이용 소비자의 소비가치가 구매의도에 미치는 영향에 관한 연구", 한국외식산업학회지, 13(3), pp.171~190 (2017)
- 문진욱, "COVID-19 위험지각과 개인·집단주의 가치, 해외여행 태도, 주관적 규범, 행동 의도 간의 영향 관계 연구-확장된 합리적 행동이론 적용", 관광연구논총, 34(2), pp.137~167 (2022)
- 백선혜, "코로나19 전후 서울시민 여가활동변화의 집단별 차이-청년층(20대)과 노인층(60대이상)의 여가활동 변화 비교-", 서울도시연구, 23(4), pp.1~22 (2022)
- 성성, "인지욕구와 자기감시가 제품속성에 대한 반응시간에 미치는 영향", 한국심리학회지 : 소비자·광고, 4(1), pp.25~40 (2003)
- "“차라리 오지 마세요”… ‘보복 여행’ 폭증에 몸살 앓는 지구촌" (2023)[URL]
- 송상연, "엔데믹 시대의 여행상품 보복소비행동에 관한 연구", 한국항공경영학회지, 20(5), pp.130~140 (2022)
- "포스트 코로나19 원년으로 진입, 잃어버린 3년 되찾기 위해 거침없이 ‘질주’" (2023), 여행신문[URL]
- 오민재, "문화관광형 전통시장의 매력성과 지각된 가치, 태도, 행동의도의 영향 관계 : 방문경험의 조절효과를 중심으로", 관광연구저널, 32(3), pp.81~96 (2018)
- 이승훈, "문화예술관광의 도시브랜드일치와 도시재생사업 효과가 도시이미지, 도시재생 관여도 및 태도에 미치는 영향", 관광경영연구, 23(1), pp.247~268 (2019)
- 이승훈, "COVID-19 위험지각과 해외여행 관여도가 포스트코로나 해외여행의도에 미치는 영향 : 확장된 계획행동이론을 중심으로", 관광경영연구, 25(2), pp.437~457 (2021)
- 이승훈, "코로나19의 피로감 인식과 여행관여도가 포스트팬데믹시대 보복여행 욕구와 해외여행 행동의도에 미치는 영향", 관광연구저널, 36(12), pp.111~126 (2022)
- 이승훈, "코로나19 스트레스 인식에 의한 웰니스관광의 세분화 연구", 관광연구저널, 37(3), pp.107~120 (2023)
- 이정은, "근대문화유산의 문화향수, 태도, 관여, 장소애착 간의 구조적 관계", 관광연구, 36(6), pp.79~98 (2021)
- 전도현, "포스트 코로나 뉴노멀시대 환경인식이 친환경적 관광태도 및 에코투어리즘행동의도에 미치는 영향", 한국외식산업학회지, 19(6), pp.297~311 (2023)
- 전진호, "공감과 과흥분성이 소비자의 단계별 분노과정에 미치는 보복소비에 대한 분석 : 고관여와 저관여 제품 중심으로", 상품학연구, 41(2), pp.59~68 (2023)
- "세이브케이션 시대, 알뜰 여행족들의 스마트한 여행 준비 습관" (2024), 정보통신신문[URL]
- 정유진, "아웃도어웨어 구입에서소비자 헌신과 구매의도 간의 관계분석 : 확장된 계획행동모형을 중심으로", 한국체육과학회지, 29(6), pp.473~484 (2020)
- "보복소비 끝?… 소비자들 지갑닫아" (2023), 중도일보[URL]
- 최철환, "COVID-19 대유행 이후의 보복소비 : 코로나바이러스 위험인식에 따른 소비욕구와 보상소비 비교분석", 한국체육과학회지, 31(2), pp.411~421 (2022)
- "일본 트렌드 10선에 ‘한국 보복여행’ 포함" (2023), 한국관광데이터랩[URL]
- 포스트 코로나 시대 관광산업의 성장 아젠다와 정책과제, "한국문화관광연구원", ~ (2021)
- 현성협, "노스탈지아 자극을 통한 테마파크 방문객들의 감성적 변화 및 재방문의도 형성에 관한 연구", 관광레저연구, 24(5), pp.361~378 (2012)
- Ajzen, I., "The theory of planned behavior", Organizational behavior and human decision processes, 50(2), pp.179~211 (1991)
- Anderson, J. C., "Assumptions and comparative strengths of the two-step approach : Comment on Fornell and Yi", Sociological Methods & Research, 20(3), pp.321~333 (1992)
- Bae, S. Y., "The effect of coronavirus disease-19(COVID-19)risk perception on behavioural intention towards ‘untact’tourism in South Korea during the first wave of the pandemic(March 2020)", Current Issues in Tourism, 24(7), pp.1017~1035 (2021)
- Batat, W., "Introduction to the special issue:forms and effects of'distancing'on consumer behaviors and business practices: towards coping strategies and new consumption trends in a pandemic context", Journal of Marketing Management, 37(17-18), pp.1691~1711 (2021)
- Bo, C. C., "A critical review of FOMO behaviour among young investors", Issues and Perspectives in Business and Social Sciences, 3(1), pp.14~18 (2023)
- Cho, H., "New times, new ways : Exploring the self-regulation of sport during the COVID-19pandemic and its relationship with nostalgia and well-being", Behavioral Sciences, 13(3), pp.261~ (2023)
- Cho, H., "Sport tourists' nostalgia and its effect on attitude and intentions : A multilevel approach", Tourism Management Perspectives, 32, pp.100563~ (2019)
- Cho, H., "Compensatory consumption during the COVID-19 pandemic:exploring the critical role of nostalgia in sport consumer behaviour", Journal of Marketing Management, 37(17-18), pp.1736~1763 (2021)
- Cho, H., "Increasing exercise participation during the COVID-19 pandemic : the buffering role of nostalgia", Frontiers in Psychology, 14, pp.1285204~ (2023)
- Choudhary, N., "Revenge travel or the road less traveled? Opting for a suitable option in pandemic times", Int. J. Adv. Innov. Res, 8, pp.37~45 (2021)
- Dang, Q., "Research on the impact of media credibility on risk perception of COVID-19 and the sustainable travel intention of Chinese residents based on an extended TPB model in the post-pandemic context", Sustainability, 14(14), pp.8729~ (2022)
- Das, P., "Festive Nostalgia in COVID-19: An Empirical Conceptualization", Leisure, 2023, ~
- Fang, M., "When a revenger evolves into a loyal follower:the causes and consequences of revenge travel", Current Issues in Tourism (2023)[DOI]
- Holbrook, M. B., "Nostalgia and consumption preferences : Some emerging patterns of consumer tastes", Journal of Consumer research, 20(2), pp.245~256 (1993)
- Hu, A., "A Study on the Intention of Shanghai Residents to Travel Abroad in the Post-Pandemic Era Based on the Theory of Planned Behavior", Sustainability, 15(15), pp.12050~ (2023)
- Huang, S., "COVID-19 two years on : a review of COVID-19-related empirical research in major tourism and hospitality journals", International Journal of Contemporary Hospitality Management, 35(2), pp.743~764 (2023)
- Hüsser, A. P., "A comparative study of eight COVID-19 protective measures and their impact on swiss tourists’ travel intentions", Tourism Management, 97, pp.104734~ (2023)
- Jian, Y., "The role of travel constraints in shaping nostalgia, destination attachment and revisit intentions and the moderating effect of prevention regulatory focus", Journal of Destination Marketing & Management, 19, pp.100516~ (2021)
- Karagöz, D., "Loneliness, travel nostalgia, subjective well-being and prevention regulatory focus : A moderated mediation model analysis", Current Issues in Tourism, 27(2), pp.217~233 (2023)
- Khan, Y., "Leisure Consumer Compensatory Behavior in the Era of New Normal COVID-19", Compet. Educ. Res. J, 3, pp.176~192 (2022)
- Kim, S., "Mechanism of retail therapy during stressful life events : The psychological compensation of revenge consumption toward luxury brands", Journal of Retailing and Consumer Services, 75, pp.103508~ (2023)
- Kim, E. E. K., "Compensatory travel post COVID-19 : Cognitive and emotional effects of risk perception", Journal of Travel Research, 61(8), pp.1895~1909 (2022)
- Lim, W. M., "Fear of missing out and revenge travelling : the role of contextual trust, experiential risk, and cognitive image of destination", Journal of Travel & Tourism Marketing, 40(7), pp.583~601 (2023)
- Liu, Y., "Revenge buying : The role of negative emotions caused by lockdowns", Journal of Retailing and Consumer Services, 75, pp.103523~ (2023)
- Liu, Y., "Factors influencing Chinese residents' post-pandemic outbound travel intentions : an extended theory of planned behavior model based on the perception of COVID-19", Tourism Review, 76(4), pp.871~891 (2021)
- Lu, L., "Healing the pain: does COVID-19 isolation drive intentions to seek travel and hospitality experiences?", Journal of Hospitality Marketing & Management, pp.1~20 (2022)
- Özhan, Ş., "The effect of nostalgia proneness on ad-evoked nostalgia, brand attitude and purchase intention", Istanbul business research, 49(2), pp.380~386 (2020)
- Panzer-Krause, S., "Rural Tourism in and after the COVID-19 Era : "Revenge Travel"or Chance for a Degrowth-Oriented Restart? Cases from Ireland and Germany", Tourism and Hospitality, 3(2), pp.399~415 (2022)
- Sedikides, C., "Nostalgia across cultures", Journal of Pacific Rim Psychology, 16, pp.18344909221091649~ (2022)
- Sharma, R., "The effect of mall ambiance, layout, and utility on consumers’ escapism and repurchase intention", Innov. Mark, 18, pp.161~173 (2022)
- Shi, Y., "Constructing nostalgia in tourism : a comparison analysis of genuine and artificial approaches", Journal of Destination Marketing & Management, 19, pp.100488~ (2021)
- Takata, K., "Sport fans'nostalgia and revisit intention to stadiums during the Covid-19 pandemic", International Journal of Event and Festival Management, 13(4), pp.406~421 (2022)
- Wang, J. F., "Nostalgia in tourism", Current Opinion in Psychology, 49, pp.101552~ (2023)
- Wang, X., "Revenge outbound travel in the post-pandemic era : evidence from an extended TPB model", Asia Pacific Journal of Tourism Research, 29(1), pp.79~95 (2024)
- Wang, J., "Revenge travel : Nostalgia and desire for leisure travel post COVID-19", Journal of Travel & Tourism Marketing, 38(9), pp.935~955 (2021)
- Workman, J. E., "US Consumer Behavior during a Pandemic: Precautionary Measures and Compensatory Consumption", Journal of Open Innovation: Technology, Market, and Complexity, 8(4), pp.201~ (2022)
- Wu, Z., "Greening in nostalgia? How nostalgic traveling enhances tourists' proenvironmental behaviour", Sustainable Development, 28(4), pp.634~645 (2020)
- Xu, S., "Research on the Mechanism of the Influence of Consumption Behavior in China's Cultural and Tourism Industry under the Normalization of COVID-19 Epidemic Prevention and Control", Forest Chemicals Review, pp.1352~1367 (2021)
- Yang, J. I., "Does Knowledge of Wine Affect Consumers’ Wine Purchase Behavior in Restaurants? An Application of Extended Theory of Planned Behavior(ETPB)", Beverages, 8(1), pp.8010011~ (2022)
- Zaman, U., "Sustainable or a butterfly effect in global tourism? Nexus of pandemic fatigue, covid-19-branded destination safety, travel stimulus incentives, and post-pandemic revenge travel", Sustainability, 13(22), pp.12834~ (2021)
- Zhao, S., "Revenge tourism after the lockdown : based on the SOR framework and extended TPB model", Journal of Travel &Tourism Marketing, 40(5), pp.416~433 (2023)
