코로나 19 위험인식에 대한 낙관적 편향이 잠재 관광객의 관광의도에 미치는 영향 : 낙관적 편향의 조절효과를 중심으로

Abstract

This study was conducted to understand the psychology and behavior of tourists during the epidemic crisis, and to provide basic data on the COVID 19 Pandemic situation and subsequent tourism policy. Based on prior researches, a research model was established to identify the effects of COVID 19 risk perception on tourism intentions and the moderating effect of optimistic bias on relationship between the two variables. Three hypotheses have been established based on the research model, an online survey of 212 potential tourists was conducted to verify the hypotheses. First, there was an optimistic bias towards the COVID 19 infection among potential tourists. There is an optimistic bias that thinks that other people's risk of infection with COVID 19 is greater than mine. Second, the risk perception of the COVID 19 infection had a positive effect only to the cancellation travel intention. Third, the moderating effect of optimistic bias in relation to risk perception and tourism intentions was verified only for the cancellation travel intention. This study empirically identified how the COVID 19 epidemic affects tourists' tourism intentions. In particular, it contributed theoretically to the field of tourism by identifying how optimistic bias indirectly affects tourism intentions. Based on this study, it is expected to provide practical implications for managing tourism demand and establishing policies on tourism behavior in consideration of optimistic bias in the epidemic situation.