엑스포 2030을 위한 지속가능한 관광개발 전략 - 월드 엑스포 2020 두바이 사례연구

Abstract

Hosting mega-events such as Expos, the Olympics, and the World Cup has become a means to achieve destination development and attract tourists to a host city. However, in a global event like the World Expo 2020 Dubai, where the opening event was postponed once due to an unprecedented epidemic worldwide, the brand image of the host city and risk perception of infectious diseases may affect visitors’ travel intentions to a host city and its neighboring cities. This study aims to investigate the impact of COVID-19 risk perception and protection motivation among the participants of the World Expo 2020 Dubai on travel intentions to city attractions and other cities in the U.A.E. The online and on-site survey was conducted from 1 to 31 Mar 2022. As a result of Jamovi and Smart PLS analyses, the protection motivation of visitors to the Expo 2020 mediated the relationship between COVID-19 risk perception and travel intention, indicating that, despite the high COVID-19 risk perception of visitors, travel intentions to Dubai attractions as well as neighboring cities was positively significant. The results also suggest the Expo organizers promote host city awareness and a favorable tourist destination brand image. This research study will provide insights for Busan tourism stakeholders regarding sustainable development plans and destination brand image reflecting the case study of the World Expo 2020 Dubai. In parallel, this research will highlight the catalytic effects of Expo 2020 on the brand positioning and future of the U.A.E as a sustainable tourism destination. This study suggests future directions and implications of sustainable development strategies for Busan as a candidature to organize the World Expo 2030 based on the World Expo 2020 Dubai.