COVID-19 위험지각이 가치, 만족, 행동의도에 미치는 영향

Abstract

As COVID-19 spreads worldwide, due to its impact, the WHO declared a pandemic and caused damage to many industries at home and abroad, especially the tourism industry. This is because entry restrictions and self-quarantine in each global country had a greater impact on the tourism industry. It is a natural trend for the tourism industry to change according to the background of the times. In this study, the study focused on untact tourism as a way to resolve the tourism needs of tourists due to COVID-19, and this study is a timely study from the point of view of the times. This is a study on the behavioral intentions of tourists affected by COVID-19 risk perception factors in untact tourism to conduct a practical investigation on untact tourism of tourists through satisfaction and value. This study focused on Hwangnyeongsan Mountain, Busan Healing Forest, Hoedong Reservoir, and Dadaepo Beach among the 10 untact tourism destinations in Busan selected by the Korea Tourism Organization as one of the top 100 untact tourism destinations in the country. A study was conducted on the subject. Data collection was conducted from August 1 to August 31, 2021, and out of a total of 350 questionnaires distributed, 313 were finally utilized. IBM SPSS 27.0 and AMOS 23.0 statistical programs were used for research analysis, and measurement items and convergence validity were checked for reliability analysis and identification validation of measurement tools as a hypothesis test stage. And confirmatory factor analysis and correlation analysis were performed, and model suitability and hypothesis testing were tested through structural equations. The results of the study examining the relationship between the value and satisfaction of the COVID-19 risk perception of Busan Untact tourist destination in the COVID-19 era, and the influence on behavioral intentions are as follows. First, by identifying the components of the COVID-19 risk perception as infection risk, psychological risk, financial risk, destination risk, and travel risk, the research result was analyzed that infection risk and travel risk affect the other components. The factor was determined to have no effect on the value. Second, in the effect of COVID-19 risk perception on satisfaction, infection risk, psychological risk, and travel risk were confirmed to have an impact on COVID-19 risk perception, but financial risk was found to have no effect. Third, it was confirmed that the value had a positive effect on the influence relationship of influence on satisfaction. Fourth, it was found that the value had a positive effect on the influence relationship on the behavioral intention. Fifth, in relation to the effect of satisfaction on behavioral intentions, this study confirmed that tourists who were satisfied with untact tourism had a positive effect on behavioral intentions. The research results of this study that tourists feel about untact tourism are about the flow of tourism in the era of COVID-19, and it can be said that it is part of the risk reduction actions of tourists in response to the spread of COVID-19. This study identified tourists' perceptions of untact tourism by finding untact tourist destinations in order to resolve the tourist desires that tourists have been unable to travel. The theoretical meaning of the study is as follows. First, with respect to travel before the COVID-19 era, tourists' perception of untact tourism was understood as a tourist destination that was not very interesting, boring, and not of great interest in experiential tourism, but due to COVID-19 infection, contact with people Untact tourism has emerged as a form of tourism suitable for the present era due to the recognition of tourists who are reluctant to travel. Second, we applied a causal model of the impact of COVID-19 risk perception. As a result of running a perception survey of tourists on non-face-to-face tourism by identifying five components of COVID-19 risk perception, there was a significant impact on the structural model of value and satisfaction. It has been confirmed that the safety of tourists is a top priority. And in order to increase the convenience of untact tourist sites, efficient accessibility should be strengthened. Third, prior research on risk perception is being actively conducted, but research on risk perception for untact tourism is currently insignificant. It was confirmed that the experiential pleasure of another dimension of untact tourism appears as future intentions. The practical significance of this study is as follows. First, it contributed to the expansion of the research scope by identifying risk perception as a multi-dimensional element in the tourism field. If, by specifying untact tourism, the marketing strategy can be subdivided on the stage of eco-friendly nature through experiential experiences of untact tourism and the untact tourist destination can be recognized by tourists, it will further contribute to the promotion of untact tourism in the future. Second, it was confirmed to have a positive effect on the structural model of value and satisfaction. This identified that the safety of tourists is the top priority through the relationship between values, which is an antecedent factor of satisfaction, and effective access should be strengthened to increase the convenience of untact tourist destinations. Third, positive behavioral intention was revealed in the analysis of the influence between value and satisfaction. An important result was found that untact tourism felt by tourists due to the impact of COVID-19 has a positive effect due to risk-reducing behavior. As a result of running a perception survey of tourists on non-face-to-face tourism by identifying five components of COVID-19 risk perception, it was found to have a significant impact on the structural model of value and satisfaction, and the safety of tourists from COVID-19 risk. It has been confirmed that this is the top priority, and in order to increase the convenience of the untact tourist site, efficient accessibility should be strengthened.