코로나19로 인한 위험지각, 국외여행태도, 국외여행의도, 국내여행전환의도에 관한 연구

A Study on Risk Perception, Overseas Travel Attitude, Overseas Travel Intention and Domestic Travel Switching Intention due to COVID-19 Pandemic

Purpose - This study was conducted to determine the relationship between risk perception, overseas travel attitude, overseas travel intention and domestic travel switching intention in the light of the Covid-19 pandemic. Design/Methodology/Approach - An online survey for this paper was conducted for about two weeks from July 09 to July 23, 2020. Out of a total of 243 questionnaires collected, 225 responses were used for data analyses for a response rate of 92.6%. Such responses were then analyzed by applying structural equation modeling. Findings - The results in this study can be summarized as follows. First, it was found that the perception of risk caused by the Covid-19 pandemic had a significant effect on the attitude of consumers towards overseas travel. Second, it was ascertained that the attitude of consumers toward overseas travel had a significant effect on the intention to undertake overseas travel. Third, it was determined that the attitude of consumers toward overseas travel had a significant effect on the domestic travel switching intention. Research Implications - Thus, the demand for domestic travel instead of overseas travel increased due to the Covid-19 pandemic. In order to accommodate the increasing domestic tourism demand in the wake of the Covid- 19 pandemic, it appears to be essential to establish a crisis management system relative to tourism by local government and by country.