초록 열기/닫기 버튼
This study explores the effect of the Fukushima nuclear disaster on the travel intentioin and the destination food images. Destination food image has begun to influence tourist behaviour. Despite the formation ofdestination food image, perceived risk, relatively few studies indicate the effect perceived risk on the formation of destination food image, and the mediating role of destination food image. The purpose of this study is to ascertain the mediating effect that destination image has on the relationship between perceived risk and intention to visit Japan in a risky tourism destination focus on food tourism after Fukushima disaster. Using a sample of 363 tourists who were interested in overseas food tourism. Hierarchical multiple regression were used to perform the mediating role of destination image. This findings provide support for the entire hypothesis developed. The result of the relationship between variables, socio-psychological risk significantly influences on cognitive and affective destination food images. Additionally, socio-psychological and physical risk influence on intention to visit. As a mediating role of destination food image between perceived risk and intention to visit, destination food image significantly mediated the relationship between socio-psychological risk and intention to visit. Several marketing strategies concerning the management of risk perception and the appealing of the destination food image for risky destination.
