코로나19 위험인식에 따른 친사회적 관광행동의도 결정과정

• 영문명: The Process of Determining of Pro-Social Tourism Behavior Intention according to the Perception of the Risk of COVID-19 : Utilizing the Norm Activation Model
• 발행기관: 강원대학교 경영경제연구소
• 저자명: 전창영(Chang-Young Jeon) 송운강(Woon-Gang Song) 양희원(Hee-Won Yang)
• 간행물 정보: 『아태비즈니스연구』제12권 제2호, 145~159쪽, 전체 15쪽
• 주제분류: 인문학 > 문학
• 파일형태: PDF
• 발행일자: 2021.06.30

영문 초록

Purpose - The purpose of this study is to identify the preceding factors that form pro-social tourism behavior intent in a pendemic situation and to present theoretical and practical implications for the role of individuals for a safe tourism environment. Design/methodology/approach - This study conducted an analysis by collecting 420 valid questionnaires targeting citizens who have lived in Korea continuously for more than one year. For the analysis, a confirmatory factor analysis (CFA) and a structural equation model (SEM) were used, and a multi-group confirmatory factor analysis (MCFA) and a multi-group structural equation model (MSEM) were used to verify the difference by age group. Findings - First, cognitive and affective risk perception for Covid-19 had a significant (+) effect on the ascription of responsibility to tourists, and affective risk perception and ascription of responsibility had a significant (+) effect on personal norms. Second, personal norms have been shown to have a significant (+) influence on prosocial tourism behavior intention, and prosocial tourism behavior intention has a significant (+) influence on WTP on safety tourism. Research implications or Originality - Tourism behavior in a pendemic situation can affect the spread of infection. In this respect, this study attempted to confirm how moral norms affect pro-social tourism behavior from a personal point of view. In addition, we tried to present practical implications by identifying the impact of personal norms on willing to pay for a safe tourism environment.

목차

Ⅰ.서론

Ⅱ. 이론적 배경

Ⅲ. 연구방법

Ⅳ. 분석결과

Ⅴ. 결론

키워드

Covid-19 Risk Perception Norm Activaition Model Pro-social Tourism Intention Willing to Pay for Safety Tourism