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

Examining Tourists’ Behavior Using Protection Motivation Theory and Health Belief Model: Covid-19 Crisis

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.