계획행동이론을 적용한 코로나19 위험지각이 크루즈 관광객 행동의도에 미치는 영향 - 크루즈 경험의 조절효과 -

초록

The purpose of this study is to examine the effects of COVID-19 risk perception on cruise tourists’ behavioral intentions and the moderating effect of cruise experience in a long-lasting Pandemic situation. This study intended to present direction of response to the risk perception of COVID-19 in the cruise industry and implications for the normalization of cruise travel of post-COVID-19. As a result of the analysis, COVID-19 risk perception was found to have a negative(-) effect on attitudes, subjective norms, perceived behavioral control, and behavioral intention. In addition, attitudes, subjective norms, and perceived behavioral control were found to have a positive(+) effect on behavioral intention. It was found that the moderating effect on the presence or absence of cruise experience did not have a significant effect. This result can be explained that Tourists recognize the risk perception in the prolonged COVID-19 situation, but it can be interpreted that an expression of suppressed travel needs appeared regardless of the presence or absence of cruise experience. This study contributed to theoretical expansion by incorporating COVID-19 risk perception into the theory of planned behavior. In addition, the response behavior to the normalization of cruise travel of post-COVID-19 was presented as a practical implication.

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