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A study on the relationship among risk perception, overseas tourist destination switching intention, and behavioral intention : Focusing on the citizens of Daejeon
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위험지각이 해외여행 관광지 전환의도와 행동의도에 미치는 영향 관계 연구 : 대전 시민을 대상으로

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Type
Academic journal
Author
Seong-Pil Yun (중부대학교)
Journal
Korea Tourism Research Association International Journal of Tourism and Hospitality Research Vol.36 No.9 KCI Accredited Journals
Published
2022.9
Pages
35 - 48 (14page)
DOI
10.21298/IJTHR.2022.9.36.9.35

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A study on the relationship among risk perception, overseas tourist destination switching intention, and behavioral intention : Focusing on the citizens of Daejeon
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Abstract· Keywords

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This study conducted an empirical analysis focusing on the relationship between risk perception, overseas tourist destination switching intention, and behavioral intention. The study sample was Daejeon citizens, and an online survey was conducted from February 1 to March 30, 2021, with a total of 422 questionnaires used for analysis. First, frequency analysis was conducted to analyze the demographic characteristics of the sample. Second, the validity and reliability analysis of risk perception, switching intention, and behavioral intention were conducted. Finally, multiple regression analysis and simple regression analysis were conducted to understand the relationship between risk perception and switching intention, risk perception and behavioral intention, and switching intention and behavioral intention. As a result of verifying the hypothesis presented through the research model, it was found that the risk perception factor had a statistically significant effect on switching intention and a significant negative (-) effect on behavioral intention. In addition, conversion intention showed a significant influence relationship on behavioral intention, so all the hypotheses suggested through the theoretical basis of previous studies were adopted. This study raises the strategic necessity for revitalization of tourism in risky situations such as epidemics by grasping the reality of risk perception in the tourism field. It is hoped that the results of this study will be used as data for resolving risk perception in establishing marketing plans when the COVID-19 pandemic lessens to contribute to travel revitalization.
#Risk perception #Overseas tourist destination #Switching intention #Behavior intention #위험지각 #해외여행 관광지 #전환의도 #행동의도

Contents

Abstract
Ⅰ. 서론
Ⅱ. 이론적 배경
Ⅲ. 연구방법
Ⅳ. 실증분석
Ⅴ. 결론 및 시사점
참고문헌
국문요약

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