관광목적지의 지각된 위험이 방문객의 태도, 구매의도 및 전환의도에 미치는 영향

The Impact of Perceived Risks on Visitors' Attitudes, Purchase Intention and Switching Intention to Convert to Tourist Destinations

This study intended to understand the behavior of visitors to tourist destinations by presenting the impact of perceived risk on visitors' attitudes, purchase intentions, and conversion intentions. To this end, factor analysis and regression analysis were conducted, and the following conclusions were drawn. First, a total of nine factors were extracted through factor analysis. Among them, perceived risk is six factors (physical risk, psychological risk, monetary risk, functional risk, temporal risk, and disease risk). The other three factors are visitors' attitude to perceived danger, intention to purchase, and intention to switch. As a result of regression analysis of extracted factors, perceived risks (psychological, monetary, temporal, and morbid risks) at tourist destinations showed influence over attitudes, purchase intentions, and transition intentions. Unsatisfied visitors at tourist destinations (less than expected tourist destinations, additional costs and time, disease risks) show a positive or negative attitude. Nevertheless, visitors will either purchase a tourist destination or switch to a visit to another place.