잠재 관광객의 위험지각과 관광목적지 이미지 변화가 해외 여행객의 의사결정에 미치는 영향

Abstract

The political instability of tourism destinations in international tourism has a significant impact on the decision-making process of potential tourists. Therefore, this study aims to understand the effect of cognitive and affective risk perception of potential tourists and the subsequent changes in destination image in international tourism based on the theory of planned behavior. Through online surveys, our findings showed that both cognitive and affective risk perceptions were related to negative destination image; however, only affective risk perception and negative changes in destination image have statistically significant relationships with attitude toward traveling. In other words, cognitive risk perception might indirectly influence tourists’ attitude toward traveling through changes in the destination image. As an extension of the theory of planned behavior, this study additionally included descriptive norms in addition to injunctive norms, which were subjective norms in the original theory. Among four antecedents, attitude toward traveling, descriptive norms, and perceived behavioral control have significant positive relationships with behavioral intention.