지각된 위험이 관광지 이미지와 관광지 전환행동에 미치는 영향 연구

The Effect of Perceived Risk on Image and Switching Behavior of Destination

This study researched the influence of perceived risk on image and switching behavior of destination. First, the influence of perceived risk on destination image was examined. Second, the effect of perceived risk on switching behavior of tourist attraction was clarified and lastly, the influential relation between image and switching behavior of destination was researched. The period of survey is from June 10th to June 20th in 2019 and total 230 sheets of questionnaire were distributed and then final 217 sheets of questionnaire were analyzed except unreliable 13 pieces of questionnaire. First, when it comes to the influential factors of perceived risk on destination image, a financial risk and a temporal risk have a statistically significant positive effect on cognitive image. Second, a perceived risk does not have any influence on switching behavior, which is a different result from precedent researches. Third, as for the influential factors of destination image on switching behavior, both perceived image and emotional image have statistically significant positive effect on switching behavior.