COVID-19 상황에서 관광객의 위험지각이 행동의도에 미치는 영향에 관한 연구

A Study on the effect of tourists' risk perception on behavioral intentions in the context of COVID-19: Focusing on the parametric effect of involvement

The recent COVID-19 epidemic has already spread rapidly around the world, causing a continuous increase in the number of confirmed cases and deaths, and is taking a major hit in various fields such as politics, economy, and culture. This study intends to examine whether there is any influence relationship between the perception of risk, involvement, and behavioral intentions perceived by tourists due to the COVID-19 epidemic, and whether the degree of involvement in travel between the risk perception and behavioral intention influences has a mediating effect. The purpose of this is to present countermeasures to attract positive tourism interest and behavior in the post-corona era, to reduce perceived risk factors as tourists, to prepare safe quarantine measures for the recovery of international travel, and to derive practical implications. To achieve the research purpose, a survey was conducted from April 20 to June 30, 2021. The study results showed that among risk perception factors, physical risk, social/psychological risk, and disease risk had a significant effect on involvement. Among risk perception factors, only social and psychological risk and disease risk had a significant effect on behavioral intention, but physical risk factors did not significantly affect behavioral intention. And the degree of involvement had a significant effect on the behavioral intention. Lastly, there was a partial mediating effect on the degree of involvement between the influence relationship between risk perception and behavioral intention. Through the verified research results, implications are presented focusing on problem solving and future directions in line with the recent tourism market recession.