Abstract
The present study aims to explore Korean domestic tourists’ decision-making processes by utilizing an extended model of goal-directed behavior (EMGB) as a theoretical framework. Integrating government policy (PLY) and protection motivation for smog (PMS) with the original model of goal-directed behavior (MGB) makes it easier to better understand the formation process of tourists’ behavioral intentions for domestic travel. Structural equation modeling (SEM) is employed to identify the structural relationships among the latent variables. The results of the EMGB indicated that desire had the strongest effect on the behavioral intention of tourists to travel domestically; positive anticipated emotion is the main source of desire, followed by negative anticipated emotion. Government PLY on smog has a significant, positive and indirect effect on behavioral intentions of domestic or potential tourists through the protection motive theory. We found that desires are verified as a determinant of the behavioral intention’s formation, more significant than that of perceived behavioral control, frequency of past behavior and protection motivation. In addition, this study offers theoretical and practical suggestions.
Highlights
The dangers of global environmental changes are expanding at a rapid pace. This environmental threat has transformed into a serious issue, as well as disease and political issues have become an important factor hindering the development of tourism [1,2,3]
The results showed that the intention to travel to South Korea for pop culture was influenced by anticipated emotions, subjective norms, perceived behavioral control and desire
For the original model of goal-directed behavior (MGB) model, it contains a total of 32 items recommended by previous studies [14,17,18,19], including attitude composed of 4 items (e.g., “I think domestic travel is beneficial”), subjective norm with 4 items (e.g., “Those who influence my decision will support me for domestic travel”), perceived behavior control was operationalized with 3 items
Summary
The dangers of global environmental changes are expanding at a rapid pace. This environmental threat has transformed into a serious issue, as well as disease and political issues have become an important factor hindering the development of tourism [1,2,3]. There are a few studies on the effect of air pollution, including smog pollution (i.e., particulate matter (PM) 2.5 and 10) [4,5,6]. Consistent with this change is the threat of smog. It is essential that tourists are assured of appropriate safeguards through the government’s policy (PLY) and their protection motivation for smog (PMS), to protect them from the harm of smog. Recognizing the need for the tourism industry to have measures to minimize the influence of smog on tourists, tourism managers and operators need to consider tourists’ emerging requests about smog into their marketing strategies
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