코로나19에 따른 건강의식과 JOMO여행 성향이 엔데믹시대 웰니스관광의도에 미치는 영향: ETPB 모델 적용

Abstract

The purpose of this study was to verify the relationship between health consciousness due to COVID-19 and JOMO travel propensity on wellness tourism intention in the endemic era using the ETPB model. Among the collected questionnaire data, 369 samples were used for empirical analysis, excluding inappropriate data, and structural equation model analysis was performed to verify the hypothesis. First, health consciousness due to COVID-19 and JOMO travel propensity had a significant effect on wellness tourism attitude in the endemic era. Second, as a result of verifying the relationship between variables in the theory of planned behavior, attitude, subjective norm, and perceived behavioral control had a significant effect on wellness tourism intention in the endemic era. Third, as a result of verifying the indirect effect of the research model, health consciousness due to COVID-19 and JOMO travel propensity had a significant effect on wellness tourism intention in the endemic era. Based on the research results, it is necessary to develop wellness tourism marketing focusing on consumers with high health consciousness and JOMO travel propensity.