포스트 팬데믹 여행 의도에 관한 연구 : 코로나에 대한 지루함을 중심으로
Understanding Post-Pandemic Travel Intention : Boredom as a Key Predictor
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Purpose: This study seeks to explore the impact of COVID-19-induced boredom, a prevalent form of pandemic-related stress, on travel motivation and post-pandemic travel intentions. Additionally, it examines the interplay among travel motivation, travel constraints, and the willingness to pay more for travel experiences in the post-pandemic context. Methods: A PLS-SEM analysis was conducted to analyze the data. Data collection took place through an online survey in February and March 2021, with a total of 575 respondents participating. Participants provided responses regarding their current levels of boredom due to COVID-19, five different travel motivations, seven travel constraints, and their post-pandemic travel intentions. Additionally, participants were asked about their willingness to pay more for travel. Results: This study highlights the significant role of COVID-19-induced boredom in predicting post-pandemic travel intentions and the willingness to pay more for travel. Contrary to previous perceptions, boredom emerges as a driving factor, enhancing travel intentions during the pandemic. Additionally, relaxation becomes the primary motivation for travel during COVID-19, and structural constraints exert a noticeable impact on travel intentions, challenging previous assumptions. Stress levels directly influence the willingness to pay more during travel experiences, expanding the understanding of additional payment behavior in the context of travel. Conclusion: This study offers practical insights for tourism stakeholders. Recognizing and addressing boredom in marketing strategies, implementing aggressive additional payment options, and focusing on relaxation-oriented travel products are recommended to cater to post-pandemic traveler preferences and revive the tourism industry effectively.
Abstract
Purpose: This study seeks to explore the impact of COVID-19-induced boredom, a prevalent form of pandemic-related stress, on travel motivation and post-pandemic travel intentions. Additionally, it examines the interplay among travel motivation, travel constraints, and the willingness to pay more for travel experiences in the post-pandemic context. Methods: A PLS-SEM analysis was conducted to analyze the data. Data collection took place through an online survey in February and March 2021, with a total of 575 respondents participating. Participants provided responses regarding their current levels of boredom due to COVID-19, five different travel motivations, seven travel constraints, and their post-pandemic travel intentions. Additionally, participants were asked about their willingness to pay more for travel. Results: This study highlights the significant role of COVID-19-induced boredom in predicting post-pandemic travel intentions and the willingness to pay more for travel. Contrary to previous perceptions, boredom emerges as a driving factor, enhancing travel intentions during the pandemic. Additionally, relaxation becomes the primary motivation for travel during COVID-19, and structural constraints exert a noticeable impact on travel intentions, challenging previous assumptions. Stress levels directly influence the willingness to pay more during travel experiences, expanding the understanding of additional payment behavior in the context of travel. Conclusion: This study offers practical insights for tourism stakeholders. Recognizing and addressing boredom in marketing strategies, implementing aggressive additional payment options, and focusing on relaxation-oriented travel products are recommended to cater to post-pandemic traveler preferences and revive the tourism industry effectively.
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