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관광경영학회> 관광경영연구> COVID-19 상황에서 관광객의 위험지각이 행동의도에 미치는 영향에 관한 연구: 관여도의 매개변수효과 중심으로

KCI등재

COVID-19 상황에서 관광객의 위험지각이 행동의도에 미치는 영향에 관한 연구: 관여도의 매개변수효과 중심으로

A Study on the effect of tourists' risk perception on behavioral intentions in the context of COVID-19: Focusing on the parametric effect of involvement

설도 ( Xue Tao ) , 최영기 ( Youngki Choi )
  • : 관광경영학회
  • : 관광경영연구 105권0호
  • : 연속간행물
  • : 2021년 09월
  • : 135-154(20pages)
관광경영연구

DOI


목차

Ⅰ. 서 론
Ⅱ. 이론적 배경
Ⅲ. 연구설계
Ⅳ. 실증분석 결과
Ⅴ. 결론
참고문헌

키워드 보기


초록 보기

The recent COVID-19 epidemic has already spread rapidly around the world, causing a continuous increase in the number of confirmed cases and deaths, and is taking a major hit in various fields such as politics, economy, and culture. This study intends to examine whether there is any influence relationship between the perception of risk, involvement, and behavioral intentions perceived by tourists due to the COVID-19 epidemic, and whether the degree of involvement in travel between the risk perception and behavioral intention influences has a mediating effect. The purpose of this is to present countermeasures to attract positive tourism interest and behavior in the post-corona era, to reduce perceived risk factors as tourists, to prepare safe quarantine measures for the recovery of international travel, and to derive practical implications.
To achieve the research purpose, a survey was conducted from April 20 to June 30, 2021. The study results showed that among risk perception factors, physical risk, social/psychological risk, and disease risk had a significant effect on involvement. Among risk perception factors, only social and psychological risk and disease risk had a significant effect on behavioral intention, but physical risk factors did not significantly affect behavioral intention. And the degree of involvement had a significant effect on the behavioral intention. Lastly, there was a partial mediating effect on the degree of involvement between the influence relationship between risk perception and behavioral intention. Through the verified research results, implications are presented focusing on problem solving and future directions in line with the recent tourism market recession.

UCI(KEPA)

간행물정보

  • : 사회과학분야  > 관광학
  • : KCI등재
  • :
  • : 격월
  • : 2092-528X
  • :
  • : 학술지
  • : 연속간행물
  • : 1997-2021
  • : 1998


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105권0호(2021년 09월) 수록논문
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1동물 테마파크 방문객의 인식에 관한 수정된 IPA(중요도-성취도 분석)연구: 진도개 테마파크에 관하여

저자 : 강희래 ( Heerae Kang )

발행기관 : 관광경영학회 간행물 : 관광경영연구 105권 0호 발행 연도 : 2021 페이지 : pp. 1-20 (20 pages)

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The Jindo Dog Theme Park in Jindo of South Jeolla Province has been a popular tourist attraction among families with children. In order to manage the theme park effectively, a service and facility assessment by the visitors is essential. This study used a revised importance-performance analysis(RIPA) approach to explored the visitors' satisfaction on the theme park attributes. Using this simple and effective research tool can aid the management to identify the areas of shortfall and sucess in order of priority. Therefore, managerial implications are provided for the theme park. Through a factor analysis on the theme park attributes, six factors were extracted as 'employee and information provision', 'environment and cleanliness', 'experience', 'animal welfare', 'accessibility' and 'facility'. The RIPA results indicate that more efforts are required to encourage the display of Jindo dogs' natural behaviours. Also, more road signs should be provided. Additional areas of improvement and implications are discussed at the end of the paper.

KCI등재

2항공사 고객의 성격 5요인이 항공사 브랜드 개성과 브랜드 자아동일시에 미치는 영향

저자 : 권지영 ( Jiyoung Kwon )

발행기관 : 관광경영학회 간행물 : 관광경영연구 105권 0호 발행 연도 : 2021 페이지 : pp. 21-45 (25 pages)

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The purpose of this study is to confirm the effect of the five personality factors on airline brand personality and brand self-identification. In this study, a total of 416 valid samples were obtained from customers with experience using airlines, and after data coding, they were analyzed using the statistical package SPSS 25.0. According to the study, first, the five personality factors were found to have a partially significant influence on airline brand personality. The extroversion, agreeableness, and conscientiousness aspects of the five personality factors were found to significantly affect on competence, ruggedness, sincerity, and excitement among airline brand personality factors, and neuroticism and openness were found to have no significant effect. Further, extroversion and agreeableness significantly affected sophistication among airline brand personality factors, but conscientiousness, neuroticism, and openness did not significantly affect on sophistication. Second, airline brand personality was found to have a partially significant effect on brand self-identification. Among the constituent factors of airline brand personality, competence, sophistication, sincerity, and excitement significantly affected both personal and social self-identification, but ruggedness did not have a significant effect on either self-identification or social self-identification.

KCI등재

35성급 호텔 종사원의 테크노 스트레스와 스트레스 대처 및 변화몰입과의 관계에 대한 연구 : 스트레스 대처의 매개효과를 중심으로

저자 : 김태욱 ( Taeuk Kim ) , 하정우 ( Jungwoo Ha )

발행기관 : 관광경영학회 간행물 : 관광경영연구 105권 0호 발행 연도 : 2021 페이지 : pp. 47-65 (19 pages)

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The purpose of this study is to figure out the influence of Techno stress, Stress coping, and Commitment to change and verify the mediating effect of Stress coping. Specimen are employees who working in 5-star hotel located in Seoul, aged 18 and above 65 and below. Survey was started at June 01, 2021 for 15 days with 310 questionaries, total 274 samples were used for actual analysis. We used Jamovi program on analysis og this study. Hypothesis test result of the study is following. H1(1-2): Techno stress has significant negative (-) effect on commitment to change. H2(1-2): Techno stress has significant negative (-) effect on stress coping. H3: Stress coping has significant positive effect on commitment to change. H4(1-2): the mediation effect of stress coping is partially mediated on the relationship between techno stress and commitment to change. Based on the hypothesis analysis in this study, this study present the basic evidence to help employees achieve their corporate performance by controling the relationship between techno stress and commitment to change by stress coping.

KCI등재

4호텔직원의 내부마케팅이 조직몰입에 미치는 영향: 직무역량의 매개효과를 중심으로

저자 : 김근창 ( Keunchang Kim ) , 김경자 ( Kyungja Kim )

발행기관 : 관광경영학회 간행물 : 관광경영연구 105권 0호 발행 연도 : 2021 페이지 : pp. 67-86 (20 pages)

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This study examines the impact of internal marketing(authority delegatio, benefits, education training, and compensation systems) on organizational immersion in the ever-developing hotel industry market and the intermediate effect of job competency between internal marketing and organizational immersion. The purpose of this study is to study how the internal marketing of hotel employees in the hotel industry, which has been particularly struggling since COVID-19, has the mediated effect between organizational immersion. An empirical analysis was conducted through a total of 373 questionnaires for four-star hotels in Seoul and Gyeonggi Province. In addition, internal marketing (authority delegation, benefits, education training and compensation system) has been confirmed to have a significant impact on organizational immersion, and job competency has been confirmed to serve as a medium between internal marketing and organizational immersion. As a result, we can the effect job competency of hotel employees.

KCI등재

5코로나19 전후 경영성과지표 변동 비교분석 : 항공사를 대상으로

저자 : 김시중 ( Sijoong Kim )

발행기관 : 관광경영학회 간행물 : 관광경영연구 105권 0호 발행 연도 : 2021 페이지 : pp. 87-104 (18 pages)

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(기관인증 필요)

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The purpose of this study was to compare changes in financial performance indicators before and after coronavirus 19, targeting six airlines in Korea. Consequently, the main 14 financial ratios for 2019 before and after coronavirus 19 and 2020 were calculated based on financial statements data from each airline. The 14 financial ratios calculated were used as corresponding variables and hypothesis verification was performed by paired t-testing the corresponding samples. The empirical analysis results are as follows: First, the dependence of “borrowing on the financial ratio” of “stability indicators” was rejected, and “the flow rate and debt ratio were” adopted as null hypotheses. Second, in “the financial ratio of the profitability index”, “the operating profit ratio” and “the net return on sales” were rejected, but “the interest compensation ratio”, “net return on total assets” and “net return on equity” were adopted. Third, “the financial ratio of the growth indicator” rejected the null hypothesis that “the revenue growth rate”, “operating profit growth rate” and “gross asset growth rate” were nullified, but “the net profit growth rate” was adopted. Fourth, “the cash flow indicator operating” “cash flow ratio” and “the turnover ratio of total assets”, which are “indicators of turnover”, were rejected. Overall, eight of the 14 financial performance indicators rejected the null hypothesis and six adopted the null hypothesis. As a result, eight financial ratios have been negatively affected by coronavirus 19. This suggests that the use of the results of this study is necessary as data for reasonable decision making to manage airline financial structures in terms of stability, profitability and growth.

KCI등재

6외식상품의 SNS구전 정보시스템 품질이 경험적 가치, 감정반응, 정보만족, 정보공유의도에 미치는 영향

저자 : 김효정 ( Hyojeong Kim ) , 김판수 ( Pansoo Kim )

발행기관 : 관광경영학회 간행물 : 관광경영연구 105권 0호 발행 연도 : 2021 페이지 : pp. 105-134 (30 pages)

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(기관인증 필요)

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The purpose of this study is to figure out the effect relation of the quality of word-of-mouth information system of eating out product through social network services on maintaining continuous relation through empirical value, emotional response, information satisfaction, and information sharing intention.
As a result of analysis, First, it showed that information quality, emotional quality among the qualities of word-of-mouth information system of eating out product have the positive effect to the empirical value through SNS. Second, it showed that the recreation quality, information quality and emotional quality among the qualities of word-of-mouth information system of eating out product have the positive effect to the empirical response. Third, it showed the recreation quality, information quality and emotional quality among the qualities of word-of-mouth information system have the positive effect to the information satisfaction.
Based on this research result, it was found when the eating out product is operated by focusing on the recreation quality, emotional quality and information quality factor among SNS information system quality that reflects the consumer characteristics, its empirical value, emotional response and information satisfaction increase and the information sharing intention improves, resulting in maintaining the continuous relationship.

KCI등재

7COVID-19 상황에서 관광객의 위험지각이 행동의도에 미치는 영향에 관한 연구: 관여도의 매개변수효과 중심으로

저자 : 설도 ( Xue Tao ) , 최영기 ( Youngki Choi )

발행기관 : 관광경영학회 간행물 : 관광경영연구 105권 0호 발행 연도 : 2021 페이지 : pp. 135-154 (20 pages)

다운로드

(기관인증 필요)

초록보기

The recent COVID-19 epidemic has already spread rapidly around the world, causing a continuous increase in the number of confirmed cases and deaths, and is taking a major hit in various fields such as politics, economy, and culture. This study intends to examine whether there is any influence relationship between the perception of risk, involvement, and behavioral intentions perceived by tourists due to the COVID-19 epidemic, and whether the degree of involvement in travel between the risk perception and behavioral intention influences has a mediating effect. The purpose of this is to present countermeasures to attract positive tourism interest and behavior in the post-corona era, to reduce perceived risk factors as tourists, to prepare safe quarantine measures for the recovery of international travel, and to derive practical implications.
To achieve the research purpose, a survey was conducted from April 20 to June 30, 2021. The study results showed that among risk perception factors, physical risk, social/psychological risk, and disease risk had a significant effect on involvement. Among risk perception factors, only social and psychological risk and disease risk had a significant effect on behavioral intention, but physical risk factors did not significantly affect behavioral intention. And the degree of involvement had a significant effect on the behavioral intention. Lastly, there was a partial mediating effect on the degree of involvement between the influence relationship between risk perception and behavioral intention. Through the verified research results, implications are presented focusing on problem solving and future directions in line with the recent tourism market recession.

KCI등재

8빅데이터를 이용한 유산관광 연관단어 및 소셜네트워크 분석

저자 : 주징 ( Jing Zhu ) , 윤현 ( Hyeon Yun ) , 윤희정 ( Heejeong Yun )

발행기관 : 관광경영학회 간행물 : 관광경영연구 105권 0호 발행 연도 : 2021 페이지 : pp. 155-173 (19 pages)

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(기관인증 필요)

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The purpose of this study is to analyze the contemporary universal trend and the relationship structure of keywords related to domestic heritage tourism using big data analysis. For this purpose, this study selected the nation's major portal Naver and Daum, and use frequency analysis, centrality analysis including degree centrality, closeness centrality, betweenness centrality, and eigenvector centrality, and community analysis of heritage tourism's keywords. The main results of this study show that the keywords related to cultural heritage, UNESCO, world heritage, tourism, world cultural heritage, inscription, use and so on, are of high frequency and the keywords related to inscription on the UNESCO World Heritage list have the highest centrality and influence. These results will be a useful information for policy makers, marketing managers and tourism planners performing DMO's heritage tourism work in understanding contemporary travelers' universal cognition and in sustaining heritage tourism for the next decade.

KCI등재

9MZ세대의 지역축제위험지각이 방문의도에 미치는 영향: 감성편익의 조절효과를 중심으로

저자 : 하정우 ( Jungwoo Ha ) , 김태욱 ( Taeuk Kim )

발행기관 : 관광경영학회 간행물 : 관광경영연구 105권 0호 발행 연도 : 2021 페이지 : pp. 175-194 (20 pages)

다운로드

(기관인증 필요)

초록보기

Despite the current COVID-19 pandemic that has enormously bad influences on the overall tourism, in order to create the effects by continuously holding the festivals even in the post-Corona or with-Corona era, the local festivals are making efforts to diversify the frame of holding the festival.
To realize the untact festival and hybrid-type festival, the MZ generation that is familiar with online environment could play a very important role.
Thus, this study aimed to present the effective approach in the change process of local festivals in the future, by verifying the local festival risk factors perceived by MZ generation, their visit intention, and moderating effects of emotional benefits in the current situation. In the results of this study, all the festival quality decline risk, virus infection risk, and psychosocial risk reduced the visit intention in the negative(-) influence relation between perceived festival risk factors and visit intention of MZ generation.
The emotional benefits had moderating effects on the relation between festival quality decline risk and visit intention. Thus, based on the verified results of this study, the implications were presented such as O2O strategies for festival contents, the measures for continuous experience instead of one-time experience, reorganization of online festival space & establishment of operational strategies, and the measures for management & monitoring that could increase the potential visitors' satisfaction by narrowing the gap of on/offline boundary.
This study could be used as the basic data for establishing the strategies suitable for the diversified aspect of holding local festivals in the future.

KCI등재

10방한 중국관광객의 공유숙박 서비스 선택에 미치는 요인분석

저자 : 왕샤오 ( Xiao Wang ) , 윤지환 ( Jeehuan Yoon ) , 우이군 ( Yijun Yu ) , 이매염 ( Meiyan Li ) , 진요 ( Yao Chen )

발행기관 : 관광경영학회 간행물 : 관광경영연구 105권 0호 발행 연도 : 2021 페이지 : pp. 195-219 (25 pages)

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(기관인증 필요)

초록보기

The rapidly changing tourism industry should be considered from the perspective of Chinese tourists visiting South Korea, and public enterprises should strategically maintain and develop public accommodation as the number of public accommodation users continues to increase. In this paper, the combined model of TAM and TPB was used to conduct the statistical processing of this study using the statistical program SPSS Statistics 23.0, including frequency analysis, confidence analysis, factor analysis, regression analysis and Sobel test, revealing the perceived usefulness, perceived simplicity and attitude, subjective norms, The influence relationship between perceived behavioral control. The perceived usefulness and perceived simplicity of Chinese tourists had a positive impact on their attitudes towards shared accommodation. Attitude, subjective norms and perceived behavioral control have a direct impact on behavioral intention. This paper points out the strategic direction for Chinese tourists to use more public accommodation and gives us practical inspiration.

1
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2항공사 고객의 성격 5요인이 항공사 브랜드 개성과 브랜드 자아동일시에 미치는 영향

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발행기관 : 관광경영학회 간행물 : 관광경영연구 105권 0호 발행 연도 : 2021 페이지 : pp. 21-45 (25 pages)

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KCI등재

35성급 호텔 종사원의 테크노 스트레스와 스트레스 대처 및 변화몰입과의 관계에 대한 연구 : 스트레스 대처의 매개효과를 중심으로

저자 : 김태욱 ( Taeuk Kim ) , 하정우 ( Jungwoo Ha )

발행기관 : 관광경영학회 간행물 : 관광경영연구 105권 0호 발행 연도 : 2021 페이지 : pp. 47-65 (19 pages)

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4호텔직원의 내부마케팅이 조직몰입에 미치는 영향: 직무역량의 매개효과를 중심으로

저자 : 김근창 ( Keunchang Kim ) , 김경자 ( Kyungja Kim )

발행기관 : 관광경영학회 간행물 : 관광경영연구 105권 0호 발행 연도 : 2021 페이지 : pp. 67-86 (20 pages)

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This study examines the impact of internal marketing(authority delegatio, benefits, education training, and compensation systems) on organizational immersion in the ever-developing hotel industry market and the intermediate effect of job competency between internal marketing and organizational immersion. The purpose of this study is to study how the internal marketing of hotel employees in the hotel industry, which has been particularly struggling since COVID-19, has the mediated effect between organizational immersion. An empirical analysis was conducted through a total of 373 questionnaires for four-star hotels in Seoul and Gyeonggi Province. In addition, internal marketing (authority delegation, benefits, education training and compensation system) has been confirmed to have a significant impact on organizational immersion, and job competency has been confirmed to serve as a medium between internal marketing and organizational immersion. As a result, we can the effect job competency of hotel employees.

KCI등재

5코로나19 전후 경영성과지표 변동 비교분석 : 항공사를 대상으로

저자 : 김시중 ( Sijoong Kim )

발행기관 : 관광경영학회 간행물 : 관광경영연구 105권 0호 발행 연도 : 2021 페이지 : pp. 87-104 (18 pages)

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The purpose of this study was to compare changes in financial performance indicators before and after coronavirus 19, targeting six airlines in Korea. Consequently, the main 14 financial ratios for 2019 before and after coronavirus 19 and 2020 were calculated based on financial statements data from each airline. The 14 financial ratios calculated were used as corresponding variables and hypothesis verification was performed by paired t-testing the corresponding samples. The empirical analysis results are as follows: First, the dependence of “borrowing on the financial ratio” of “stability indicators” was rejected, and “the flow rate and debt ratio were” adopted as null hypotheses. Second, in “the financial ratio of the profitability index”, “the operating profit ratio” and “the net return on sales” were rejected, but “the interest compensation ratio”, “net return on total assets” and “net return on equity” were adopted. Third, “the financial ratio of the growth indicator” rejected the null hypothesis that “the revenue growth rate”, “operating profit growth rate” and “gross asset growth rate” were nullified, but “the net profit growth rate” was adopted. Fourth, “the cash flow indicator operating” “cash flow ratio” and “the turnover ratio of total assets”, which are “indicators of turnover”, were rejected. Overall, eight of the 14 financial performance indicators rejected the null hypothesis and six adopted the null hypothesis. As a result, eight financial ratios have been negatively affected by coronavirus 19. This suggests that the use of the results of this study is necessary as data for reasonable decision making to manage airline financial structures in terms of stability, profitability and growth.

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6외식상품의 SNS구전 정보시스템 품질이 경험적 가치, 감정반응, 정보만족, 정보공유의도에 미치는 영향

저자 : 김효정 ( Hyojeong Kim ) , 김판수 ( Pansoo Kim )

발행기관 : 관광경영학회 간행물 : 관광경영연구 105권 0호 발행 연도 : 2021 페이지 : pp. 105-134 (30 pages)

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The purpose of this study is to figure out the effect relation of the quality of word-of-mouth information system of eating out product through social network services on maintaining continuous relation through empirical value, emotional response, information satisfaction, and information sharing intention.
As a result of analysis, First, it showed that information quality, emotional quality among the qualities of word-of-mouth information system of eating out product have the positive effect to the empirical value through SNS. Second, it showed that the recreation quality, information quality and emotional quality among the qualities of word-of-mouth information system of eating out product have the positive effect to the empirical response. Third, it showed the recreation quality, information quality and emotional quality among the qualities of word-of-mouth information system have the positive effect to the information satisfaction.
Based on this research result, it was found when the eating out product is operated by focusing on the recreation quality, emotional quality and information quality factor among SNS information system quality that reflects the consumer characteristics, its empirical value, emotional response and information satisfaction increase and the information sharing intention improves, resulting in maintaining the continuous relationship.

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7COVID-19 상황에서 관광객의 위험지각이 행동의도에 미치는 영향에 관한 연구: 관여도의 매개변수효과 중심으로

저자 : 설도 ( Xue Tao ) , 최영기 ( Youngki Choi )

발행기관 : 관광경영학회 간행물 : 관광경영연구 105권 0호 발행 연도 : 2021 페이지 : pp. 135-154 (20 pages)

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The recent COVID-19 epidemic has already spread rapidly around the world, causing a continuous increase in the number of confirmed cases and deaths, and is taking a major hit in various fields such as politics, economy, and culture. This study intends to examine whether there is any influence relationship between the perception of risk, involvement, and behavioral intentions perceived by tourists due to the COVID-19 epidemic, and whether the degree of involvement in travel between the risk perception and behavioral intention influences has a mediating effect. The purpose of this is to present countermeasures to attract positive tourism interest and behavior in the post-corona era, to reduce perceived risk factors as tourists, to prepare safe quarantine measures for the recovery of international travel, and to derive practical implications.
To achieve the research purpose, a survey was conducted from April 20 to June 30, 2021. The study results showed that among risk perception factors, physical risk, social/psychological risk, and disease risk had a significant effect on involvement. Among risk perception factors, only social and psychological risk and disease risk had a significant effect on behavioral intention, but physical risk factors did not significantly affect behavioral intention. And the degree of involvement had a significant effect on the behavioral intention. Lastly, there was a partial mediating effect on the degree of involvement between the influence relationship between risk perception and behavioral intention. Through the verified research results, implications are presented focusing on problem solving and future directions in line with the recent tourism market recession.

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8빅데이터를 이용한 유산관광 연관단어 및 소셜네트워크 분석

저자 : 주징 ( Jing Zhu ) , 윤현 ( Hyeon Yun ) , 윤희정 ( Heejeong Yun )

발행기관 : 관광경영학회 간행물 : 관광경영연구 105권 0호 발행 연도 : 2021 페이지 : pp. 155-173 (19 pages)

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The purpose of this study is to analyze the contemporary universal trend and the relationship structure of keywords related to domestic heritage tourism using big data analysis. For this purpose, this study selected the nation's major portal Naver and Daum, and use frequency analysis, centrality analysis including degree centrality, closeness centrality, betweenness centrality, and eigenvector centrality, and community analysis of heritage tourism's keywords. The main results of this study show that the keywords related to cultural heritage, UNESCO, world heritage, tourism, world cultural heritage, inscription, use and so on, are of high frequency and the keywords related to inscription on the UNESCO World Heritage list have the highest centrality and influence. These results will be a useful information for policy makers, marketing managers and tourism planners performing DMO's heritage tourism work in understanding contemporary travelers' universal cognition and in sustaining heritage tourism for the next decade.

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9MZ세대의 지역축제위험지각이 방문의도에 미치는 영향: 감성편익의 조절효과를 중심으로

저자 : 하정우 ( Jungwoo Ha ) , 김태욱 ( Taeuk Kim )

발행기관 : 관광경영학회 간행물 : 관광경영연구 105권 0호 발행 연도 : 2021 페이지 : pp. 175-194 (20 pages)

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Despite the current COVID-19 pandemic that has enormously bad influences on the overall tourism, in order to create the effects by continuously holding the festivals even in the post-Corona or with-Corona era, the local festivals are making efforts to diversify the frame of holding the festival.
To realize the untact festival and hybrid-type festival, the MZ generation that is familiar with online environment could play a very important role.
Thus, this study aimed to present the effective approach in the change process of local festivals in the future, by verifying the local festival risk factors perceived by MZ generation, their visit intention, and moderating effects of emotional benefits in the current situation. In the results of this study, all the festival quality decline risk, virus infection risk, and psychosocial risk reduced the visit intention in the negative(-) influence relation between perceived festival risk factors and visit intention of MZ generation.
The emotional benefits had moderating effects on the relation between festival quality decline risk and visit intention. Thus, based on the verified results of this study, the implications were presented such as O2O strategies for festival contents, the measures for continuous experience instead of one-time experience, reorganization of online festival space & establishment of operational strategies, and the measures for management & monitoring that could increase the potential visitors' satisfaction by narrowing the gap of on/offline boundary.
This study could be used as the basic data for establishing the strategies suitable for the diversified aspect of holding local festivals in the future.

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10방한 중국관광객의 공유숙박 서비스 선택에 미치는 요인분석

저자 : 왕샤오 ( Xiao Wang ) , 윤지환 ( Jeehuan Yoon ) , 우이군 ( Yijun Yu ) , 이매염 ( Meiyan Li ) , 진요 ( Yao Chen )

발행기관 : 관광경영학회 간행물 : 관광경영연구 105권 0호 발행 연도 : 2021 페이지 : pp. 195-219 (25 pages)

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The rapidly changing tourism industry should be considered from the perspective of Chinese tourists visiting South Korea, and public enterprises should strategically maintain and develop public accommodation as the number of public accommodation users continues to increase. In this paper, the combined model of TAM and TPB was used to conduct the statistical processing of this study using the statistical program SPSS Statistics 23.0, including frequency analysis, confidence analysis, factor analysis, regression analysis and Sobel test, revealing the perceived usefulness, perceived simplicity and attitude, subjective norms, The influence relationship between perceived behavioral control. The perceived usefulness and perceived simplicity of Chinese tourists had a positive impact on their attitudes towards shared accommodation. Attitude, subjective norms and perceived behavioral control have a direct impact on behavioral intention. This paper points out the strategic direction for Chinese tourists to use more public accommodation and gives us practical inspiration.

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