Earticle

초록

영어

This research aimed to investigate Korean visitors’ behavioral intentions towards alternative safe local destinations as opposed to China by integrating perceived physical/mental health risk perception, COVID-19 awareness of consequences, and gender roles into the original Theory of Planned Behavior (TPB). Data was collected from Korean outbound visitors, who recently traveled to China; then, structural equation modeling was employed for data analysis. The study findings affirmed a superior prediction power of the extended TPB. Moreover, perceived health risks and subjective norm are critical mediators in conceptual framework. In addition, the moderating role of gender was also confirmed, highlighting the tendency for male visitors to prioritize subjective norm, while female visitors often pay attention to perceived behavioral control in times of health crisis. Therefore, our result offered meaningful theoretical and practical contribution to extant literature about post-COVID-19 destination choices from a health and pro-social perspective, as well as to provide effective marketing strategies for different gender.

목차

Ⅰ. 서 론
II. Literature Review
2.1 The Theory of Planned Behavior(TPB)
2.2 Physical & Mental Health Risk Perception
2.3 Awareness of COVID-19 Consequences and ItsImpacts
2.4 Impact of Health Risk Perception on SubjectiveNorm
2.5 The Moderating Impact of Gender
2.6 Proposed Model
Ⅲ. Materials and Methods
3.1 Questionnaire Development and Measures
3.2 Data Collection Process and Sample Profiles
Ⅳ. Results
4.1 Measurement Model
4.2 Structural Model
4.3 Test for Metric Invariance
V. Discussion
5.1 Theoretical Implications
5.2 Practical Implications
5.3 Limitation and Future Research
References

저자

• Hong Ngoc Nguyen [ School of Tourism, University of Economics Ho Chi Minh City, Rosen College of Hospitality Management, University of Central Florida ]
• Min Jae Han [ Fishing Community Research Bureau, Korea Maritime Institutes ] Corresponding author
• Ha Heekyeong [ College of Hospitality and Tourism Management, Sejong University ]
• Han Heesup [ Full Professor, College of Hospitality and Tourism Management, Sejong University ]
• Antonio Raposo [ Major in Tourism Management, Universaidade Lusofona de Humanidades eTechnologies, CBIOS ]

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