일본에 대한 지각된 신체적 위험이 관광목적지 이미지에 미치는 영향

Effects of Perceived Physical Risk on Tourism Destination Image: The Case of Japan

The purpose of this research is to investigate the effect of perceived physical risk on tourism destination image. It was applied to Japan in the aftermath of the nuclear power plant accident. Towards this objective, based on the extant literature, the instrument was purified through a means of expert judgement and pre-testing. The main survey was carried out with a convenience sample of 306 potential Korean tourists using SPSS and AMOS. The study s findings showed six dimensions with acceptable levels of reliability and validity. Also, the results revealed that the hypothesized model was obtained with a good model fit. Moreover, there were statistically significant influences of health risk on cognitive image including cultural factor and entertainment factor, and affective image in Japan. In addition, there was a significant relationship between security risk and affective image; cultural factor and behavioral intention; and affective image and behavioral intention. The outcomes and applications were discussed both in terms of theoretical and managerial implications. Limitations and future research directions were also discussed.