여행상품 위험지각과 여행목적지 관광이미지 및 태도와의 관계 연구

A Research of a relationship between perceived risk of travel products, destination image and attitude: for Australia visitors

Based on the previous literature on the perceived risk in the context of travel and tourism, destination image and attitude, this study proposed a structural model among the perceived risk of travel products, destination image and attitude. The data were collected via email and mail survey from 102 Korean visitors to Australia in 2008. Results of factor analysis generated four different factors of perceived rsik of travel products(i..e, functional risk, social psychological risk, monetary risk, bodily risk). Results also showed that the structural model partially fit the data. In particular, the respondents' perceived risk of money and body were negatively associated with their image on Australia as a tourism destination. However, the respondents' image on Australia both as a tourism destination and a country were all positively related to their attitude toward Australia. Practical implications and limitations of the study were also discussed.