Post COVID-19 시대 잠재적 크루즈 여행객의 위험지각과 부킹의도 간의 관계

Study of the Relationship between Risk Perception of Booking Intentions Potential Cruise Travellers in Post COVID-19 Era: Applying Protection Motivation Theory

This study aims to examine the relationship between risk perception of COVID-19 and booking intentions, using the protection motivation theory previously verified in studies, and to analyze the structural relationship between all variables. The survey targeted subscribers of travel YouTube channels with cruise video content, and responses were actively promoted by offering a convenience store beverage coupon to those who completed it. From an online survey conducted from December 3, 2022, for a month, 289 samples were obtained from travelers who had experienced a cruise in the past five years. The hypothesis was tested through demographic characteristics, confirmatory factor analysis, correlation analysis, and structural model analysis. This study presents basic evidence data that can be useful for establishing management strategies for cruise companies, based on the analysis results.