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COVID-19 위험지각과 해외여행 관여도가 포스트코로나 해외여행의도에 미치는 영향: 확장된 계획행동이론을 중심으로

The Influence of Risk Perception of COVID-19 and Travel Involvement on Overseas Travel Intention in Post-Corona Era: Expanding on the Theory of Planned Behavior

이승훈
관광경영학회 (Tourism Management Research Organization)|2021.03|관광경영연구 (Journal of Tourism Management Research)|제25권 제2호|pp. 437-457

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참고문헌

키워드

COVID-19Risk PerceptionPost-Corona EraOverseas Travel IntentionTravel InvolvementETPB

초록

In this study, an extended theory of planned behavior(ETPB) model was designed with the addition of risk perception of Covid-19 and overseas travel involvement variables, and attempted to identify the consumer's overseas travel intention in post-corona era. The questionnaire of this study was surveyed on domestic adults through a research company, and the results of hypothesis verification through a structural equation model are as follows. First, travel risk of Covid-19 had a significant effect on overseas travel attitude, but disease risk of Covid-19 did not. Second, overseas travel involvement had a significant effect on overseas travel attitude. Third, as a result of verifying the relationship between variables in the theory of planned behavior, subjective norm had a significant effect on attitude, and attitude and perceived behavioral control had a significant effect on overseas travel intentions in post-corona era. Fourth, as a result of verifying the indirect effect of the research model, subjective norm, overseas travel involvement, and travel risk perception of Covid-19 had a significant effect on overseas travel intention in post-corona era. This study analyzes how consumers will behave toward overseas travel in the post-corona era, suggesting policy and strategic implications for the recovery of the international travel industry.

Abstract

In this study, an extended theory of planned behavior(ETPB) model was designed with the addition of risk perception of Covid-19 and overseas travel involvement variables, and attempted to identify the consumer's overseas travel intention in post-corona era. The questionnaire of this study was surveyed on domestic adults through a research company, and the results of hypothesis verification through a structural equation model are as follows. First, travel risk of Covid-19 had a significant effect on overseas travel attitude, but disease risk of Covid-19 did not. Second, overseas travel involvement had a significant effect on overseas travel attitude. Third, as a result of verifying the relationship between variables in the theory of planned behavior, subjective norm had a significant effect on attitude, and attitude and perceived behavioral control had a significant effect on overseas travel intentions in post-corona era. Fourth, as a result of verifying the indirect effect of the research model, subjective norm, overseas travel involvement, and travel risk perception of Covid-19 had a significant effect on overseas travel intention in post-corona era. This study analyzes how consumers will behave toward overseas travel in the post-corona era, suggesting policy and strategic implications for the recovery of the international travel industry.

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