COVID-19 위험지각이 국내 여행의도에 미치는 영향 - 보호동기이론을 중심으로 -

초록

This study adapted the protection motivation theory to examine the effect of COVID-19 risk perception on individual cognitive processing processes on each tourist behavior. In general, individuals who perceive the risk of infectious diseases tend to avoid tourism, while the proportion of participants in domestic travel is steadily appearing in the spread situation where COVID-19 continues, which is related. It was decided when it was necessary to understand the phenomenon. The survey was conducted from December 28, 2020 to January 10, 2021, when the “2.5 levels of social distance” was enforced nationwide, and the subjects of the survey were potentially planning domestic trips. A total of 214 questionnaires were used for the final data analysis. Research results showed that COVID-19 risk perception has a significant effect on all protection motivation components except perceived rewards, and the perceived rewards, perceived self-efficacy, perceived costs had a significant effect on domestic travel intention. Especially perceived self-efficacy has been confirmed to have the most negative effect on each domestic travel intention. Presented theoretical suggestions that can understand an individual’s cognitive processing process in certain cases, such as travel intention, and practical suggestions that can manage domestic tourism activities in dangerous situations of infectious diseases.

키워드