확장된 계획행동이론을 기반으로 코로나 19 시대에 관광의도 이해： 관광자 격리와 PCR 검사에 대한 조절효과를 중심으로

초록

The unexpected outbreak of COVID-19 has had a significantly negative impact on the tourism industry. The perceived tourism risk due to COVID-19 has negatively affected people's intentions to travel, creating new tourism trends such as non-contact, personal, and separated spaces. This study aimed to analyze the effect of perceived tourism susceptibility due to the COVID-19 pandemic on tourism intentions. It also examined the moderating effects of tourists' quarantine experiences and PCR tests as control variables on tourism intentions and motivations. The study focused on Chinese tourists, who were among the largest groups of outbound travelers before COVID-19, and statistical analysis was conducted on a sample of 383. The analysis of the proposed hypotheses showed that tourists' perceived susceptibility had a negative effect on injunctive norms, descriptive norms, attitudes, and perceived behavioral control, and that their injunctive norms, attitudes, and perceived behavioral control had a significant impact on tourism intentions. However, descriptive norms were not found to have a significant relationship with tourism intentions. Furthermore, PCR tests did not show a moderating effect, whereas quarantine experience was found to enhance perceived susceptibility and lead to a stronger perception of injunctive norms. Based on these findings, the study presents significant academic and practical implications for understanding tourists' attitudes and behavioral intentions in the context of tourism risks during a global pandemic.

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