COVID-19 위험지각과 해외여행 관여도가 포스트코로나 해외여행의도에 미치는 영향 : 확장된 계획행동이론을 중심으로

Abstract

In this study, an extended theory of planned behavior(ETPB) model was designed with the addition of risk perception of Covid-19 and overseas travel involvement variables, and attempted to identify the consumer's overseas travel intention in post-corona era. The questionnaire of this study was surveyed on domestic adults through a research company, and the results of hypothesis verification through a structural equation model are as follows. First, travel risk of Covid-19 had a significant effect on overseas travel attitude, but disease risk of Covid-19 did not. Second, overseas travel involvement had a significant effect on overseas travel attitude. Third, as a result of verifying the relationship between variables in the theory of planned behavior, subjective norm had a significant effect on attitude, and attitude and perceived behavioral control had a significant effect on overseas travel intentions in post-corona era. Fourth, as a result of verifying the indirect effect of the research model, subjective norm, overseas travel involvement, and travel risk perception of Covid-19 had a significant effect on overseas travel intention in post-corona era. This study analyzes how consumers will behave toward overseas travel in the post-corona era, suggesting policy and strategic implications for the recovery of the international travel industry.