Abstract
In this study, the Push and Pull motivation theory was applied in accordance with the need for a study on the relationship between tourism motivation, which is a driving factor that drives tourism behavior, and the perceived health risks of tourists. An empirical analysis was conducted using 159 copies of valid data, and the results are as follows. First, relaxation/ recreation and family harmony among the push motivations were adopted, while both cultural heritage and natural heritage among the pull motivations were both rejected. Second, the perceived health risk of tourists was found to have a significant negative effect on travel intention. Third, it was found that relaxation/recreation and family harmony among the push motivation factors had a positive effect on travel intention. Among the pull motivations, only natural heritage was accepted. It suggests that the internal motivation factors of tourists should be treated as important to create tourism demand in the era of With Corona. In addition, it is necessary to differentiate tourism marketing strategies and health risk management for each tourism motivation.
Published Version
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