COVID-19 시기 관광지 재방문의도에 관한 연구: 제주도 관광을 중심으로

Abstract

The pandemic of COVID-19 has greatly affected the tourism industry by restricting the movement of tourists and reducing demand for tourism. For the survival of the tourism industry, it needs strategies to maintain tourist attractions based on the awareness of tourists. In particular, re-visiting tourists have a significant impact on the continuation and development of tourist attractions. It needs to understand the perception for re-visiting tourists to come up with strategies to revive the tourism industry.BR This study aims in understanding how tourists’ perception of COVID-19 affects the intention of re-visiting to tourist attractions. This study proposes a model to explain the intention of tourist for revision, based on the Theory of Planned Behavior. Since trust in the government in disaster situations affects the behavior of individuals, this study adds the tourists’ trust in the government and the tourists’ perception of risk on the revisit plan in the model.BR The proposed model is surveyed by people who had visited Jeju Island and 177 people participated in the survey. Results shows that attitude and perceived behavior control among the three elements of the TPB model have a positive effect on the visitor’s intention to revisit. The government’s trust has a positive impact on tourists’ intention to visit again, and the perceived risk of tourists has a negative impact on tourists.BR This study identifies the key influential factors for tourists’ re-visit intentions by investigating the perception of tourists during the COVID-19 and provides implications based on that. The results of this study are expected to present strategic directions for the recovery of tourism demand.