잠재관광객의 위험회피성향 결정요인에 관한 연구
Determinants of Risk Aversion Attitude of Potential Tourists
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This study aimed to define the risk aversion attitude of potential tourists and then identify determinants of the risk aversion attitude of potential tourists in the context of international tourism. While many studies in tourism have investigated perceived risk from the perspective of tourism marketing, decision-making, and destination management, the current study clarified the differences in the concept and characteristics between perceived risk and risk attitude in tourism. As an exploratory study, this study compared two different methods of measuring risk aversion attitudes, i.e., lottery and survey, and found that the survey method could be more appropriate for tourists' behaviors. Besides, the results of this study confirmed that gender, age, ability to communicate in English, subjective health status, perceived social status, and satisfaction in human relationships have significant relationships with risk aversion attitude. This study then suggested practical and theoretical implications.
Abstract
This study aimed to define the risk aversion attitude of potential tourists and then identify determinants of the risk aversion attitude of potential tourists in the context of international tourism. While many studies in tourism have investigated perceived risk from the perspective of tourism marketing, decision-making, and destination management, the current study clarified the differences in the concept and characteristics between perceived risk and risk attitude in tourism. As an exploratory study, this study compared two different methods of measuring risk aversion attitudes, i.e., lottery and survey, and found that the survey method could be more appropriate for tourists' behaviors. Besides, the results of this study confirmed that gender, age, ability to communicate in English, subjective health status, perceived social status, and satisfaction in human relationships have significant relationships with risk aversion attitude. This study then suggested practical and theoretical implications.
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