남북 간 정치적 불안정에 대한 위험인지와 보호동기, 여행회피의도 간의 영향관계에 대한 탐색적 연구

Exploratory Research on the Relationship between Risk Perception on Political Instability of Korea Peninsula, Protection Motivation and Intention to Avoid Travelling Korea : Applying Protection Motivation Theory on Potential Chinese Visitors

This study investigates the major factors likely to affect the intention to avoid traveling to South Korea based on Protection Motivation Theory and provides the direction to relieve the negative effect of political risk on travel. The proposed theoretical framework provides insight into visitors' cognitive process combined with 4 factors - severity, vulnerability, self-efficacy and response efficacy - affected by the political unstable environment. Two hundred and thirty-five Chinese international students in South Korea were sampled for this study. The results of the empirical analysis show that perceived risk of political instability has positive effects on intention to avoid travelling Korea via protection motivation. However, self-efficacy positively affected by political risk does not have significant correlation with intention to avoid travelling to Korea while severity, vulnerability and response efficacy of protection motivation have positive effects on intention. One important finding is that the strategy to decrease the response efficacy can mitigate the protection motivation behavior, avoiding travelling Korea. Further findings and implications are described within.