원문정보
The Effect of Perceived Risk on Image and Switching Behavior of Destination
초록
영어
This study researched the influence of perceived risk on image and switching behavior of destination. First, the influence of perceived risk on destination image was examined. Second, the effect of perceived risk on switching behavior of tourist attraction was clarified and lastly, the influential relation between image and switching behavior of destination was researched. The period of survey is from June 10th to June 20th in 2019 and total 230 sheets of questionnaire were distributed and then final 217 sheets of questionnaire were analyzed except unreliable 13 pieces of questionnaire. First, when it comes to the influential factors of perceived risk on destination image, a financial risk and a temporal risk have a statistically significant positive effect on cognitive image. Second, a perceived risk does not have any influence on switching behavior, which is a different result from precedent researches. Third, as for the influential factors of destination image on switching behavior, both perceived image and emotional image have statistically significant positive effect on switching behavior.
목차
Ⅰ. 서론
Ⅱ. 이론적 배경
1. 지각된 위험
2. 관광지 이미지
3. 관광지 전환행동
Ⅲ. 연구설계
1. 연구모형과 가설설정
2. 변수의 조작적 정의와 측정
3. 자료수집 및 분석방법
Ⅳ. 분석결과
1. 인구통계학적 특성
2. 타당성 및 신뢰도 분석
3. 가설 검증
Ⅴ. 결론
참고문헌