Earticle

초록

영어

The pandemic has caused significant blows to the global economy, including the Chinese economy, with the tourism industry bearing a heavy brunt. Drawing from prospect theory, the purpose of this study is to find the effect of the post-pandemic destination image of China and risk perception on attitudes and approach behaviors toward China. The survey was conducted on potential tourists in South Korea, and structural analysis and fuzzy-set qualitative comparative analysis (fsQCA) techniques were utilized to assess the relationships between variables. The results highlight positive China's destination image among tourists primarily concerning destination safety, natural environment, cultural richness, infrastructure, and local products and services. However, there persists a perceived psychological and health and safety risk regarding attitudes toward traveling to China and associated approach behaviors. Particularly, current research findings discover that the importance of perceived risk for approach behaviors outweighs that of destination image. Theoretical and practical contributions with future research inquiry are also provided.

목차

ABSTRACT
Ⅰ. Introduction
Ⅱ. Literature Review
2.1 Destination Image
2.2 China’s Post Pandemic Destination Image Dimensions
2.3 Tourism Risk Perception
2.4 China’s Post Pandemic Risk Perception Dimensions
2.5 Destination Image and Perceived Risk, and Their Effects on Attitude and Behavior
2.6 Configuration Effects of Variables and Loss Aversion under Prospect Theory
Ⅲ. Research Methods
3.1 Measurement Items and the Procedure for Quantitative Research
3.2 Data Collection Process
Ⅳ. Results
4.1 Sample Characteristics
4.2 Results of Confirmatory Factor Analysis
4.3 Results of Net Effects
4.4 Results of Necessary Condition Analysis
4.5 Results of Fuzzy-set Qualitative Comparative Analysis
Ⅴ. Discussion and Implications
5.1 Theoretical Implications
5.2 Practical Implications
Ⅵ. Limitations and Future Research
References

저자

• Heesup Han [ Full Professor, College of Hospitality and Tourism Management, Sejong University ]
• Hong Ngoc Nguyen [ Rosen College of Hospitality Management, University of Central Florida ]
• Jae Han Min [ Korea Maritime Institutes, Fishing Community Research Bureau ] Corresponding Author
• Wei Quan [ Faculty of Hospitality and Tourism, Prince Songkla University ]
• Inyoung Jung [ William F. Harrah College of Hospitality, University of Nevada. ]

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