코로나19 위험인식에 더욱 기다려지는 서울 자전거 관광: 목표지향적 행동모델 적용

Abstract

The focus of this research was two-fold: the first objective was to investigate the relationship between risk perception and attitude for participating in cycling tour in Seoul and the second one was to confirm the relationship between social distancing and behavior intention for cycling tour. To achieve the study’s objective, an online survey using Google form was conducted for the respondents who had experienced cycling tour within 3 years around Seoul and Gyeonggi province. The research results showed risk perception affect to be negative on both attitude and subjective norm. Also, it revealed that risk perception had a significant impact on social distancing which in turn influenced behavior intention. And it showed that attitude, positive anticipated emotion, and negative anticipated emotion had an effect on desire which in turn influenced behavior intention to join cycling tour, however, both subjective norm and perceived behavior control did not affect desire. Findings provide theoretical implication of extending MGB in tourism literature and practical implications for local government and tourism agency relating cycling tour.