보호동기이론(PMT)과 건강신념모델(HBM)을 이용한 관광객 위기대응 행동 분석

• 영문명: Examining Tourists’ Behavior Using Protection Motivation Theory and Health Belief Model: Covid-19 Crisis
• 발행기관: 강원대학교 경영경제연구소
• 저자명: 우은주(Eun-Ju Woo) 이상탁(Sang-Tak Lee)
• 간행물 정보: 『아태비즈니스연구』아태비즈니스연구 제13권 제1호, 301~315쪽, 전체 15쪽
• 주제분류: 인문학 > 문학
• 파일형태: PDF
• 발행일자: 2022.03.30

영문 초록

Purpose - The main objective of this study was to investigate tourists behavior by applying protection motivation theory and health belief model during COVID-19 pandemic. Specifically, the study examined how risk perception of COVID-19 affects tourists’ protection motivation and travel avoidance intention. Design/methodology/approach The empirical data was collected by self-administered questionnaires to obtain perception and behavior regarding COVID-19 pandemic situation. A total of 486 questionnaires were used for data analysis and SEM analysis was applied in order to examine seven hypotheses. Findings-The results showed that COVID-19 risk perception is a significant antecedent of threat appraisal, coping appraisal, and cue to action (H1, H2, H6). Moreover, protection motivation is affected by threat appraisal and coping appraisal (H3, H4) and influences on travel avoidance intention (H5). However, cue to action does not affect protection motivation (H7). Research implications or Originality This study provides insightful implications for tourism industry practitioners who will prepare the post-corona field and the results enrich knowledge of the tourist behavior during pandemic situation.

목차

Ⅰ. 서론

Ⅱ. 이론적 배경

Ⅲ. 연구 방법론

Ⅳ. 실증분석 결과

Ⅴ. 결론 및 시사점

키워드

Covid-19 Risk Perception Health Belief Model Protection Motivation Theory