코로나19 시기에 따른 자연 기반 관광의 건강 신념 지각 차이 연구

Abstract

Due to the prolonged COVID-19, most tourism and leisure industries are in unprecedented crisis; however, nature-based tourism has proliferated unexpectedly. The first purpose of this study is to identify the structural relationship of health beliefs on nature-based tourism, and then test the developed model by establishing an integrated model of the extended health belief model and the theory of planned behavior for Americans during the pandemic in two time periods in 2020 and 2021. Second, it is to confirm the changes in perception of health beliefs between the two time periods. Data for American adults were collected via an online survey in July 2020 and March 2021, and a total of 576 valid samples were analyzed. The results showed that the integrated model's explanatory power was high, confirming its validity, and structural equation modeling revealed that the path of perception of health beliefs was derived to be somewhat different from the hypotheses. Furthermore, the average of each component of the health belief model was higher in 2021 than in 2020, and the majority of them were statistically significant. It was also discovered to be partially significant in changing attitudes of Americans toward nature-based tourism over time. The study's findings have both academic and practical implications for tourism marketers and leisure policymakers in determining when, how, and what restrictions should be addressed.