초록 열기/닫기 버튼
Purpose – The purpose of this study is to examine the effect of perceived tourism risk on the intention to switch to domestic travel. Design, data, and methodology –Based on an extensive literature review, Perceived tourism risk was divided into psychological risk perception, which includes subjective norms and risk aversion, and safety risk perception, which includes disease risk perception and safety uncertainty. Data was collected through an online survey from individuals who had prior experience traveling abroad before the outbreak of COVID-19, from January 10 to January 20, 2022. A total of 322 samples were used for analysis. Result – As a result of the study, it was found that only subjective norms had a negative effect on the intention to switch to domestic travel. With regards to the moderating effect of media exposure, the level of media exposure and risk aversion and safety uncertainty showed a significant interaction effect on the intention to switch to domestic. Conclusions – Based on the findings of this study, the practical implications for strategies to promote the intention to switch to domestic travel and the theoretical implications for the design of a predictive model for switching intention were discussed
키워드열기/닫기 버튼
Covid-19, Switching intention, domestic travel, Risk Perception
