관광목적지의 지각된 위험이 방문객의 태도, 구매의도 및 전환의도에 미치는 영향

• 영문명: The Impact of Perceived Risks on Visitors' Attitudes, Purchase Intention and Switching Intention to Convert to Tourist Destinations
• 발행기관: 관광경영학회
• 저자명: 구원일
• 간행물 정보: 『관광경영연구』제25권 제3호, 635~651쪽, 전체 17쪽
• 주제분류: 사회과학 > 관광학
• 파일형태: PDF
• 발행일자: 2021.05.31

영문 초록

This study intended to understand the behavior of visitors to tourist destinations by presenting the impact of perceived risk on visitors' attitudes, purchase intentions, and conversion intentions. To this end, factor analysis and regression analysis were conducted, and the following conclusions were drawn. First, a total of nine factors were extracted through factor analysis. Among them, perceived risk is six factors (physical risk, psychological risk, monetary risk, functional risk, temporal risk, and disease risk). The other three factors are visitors' attitude to perceived danger, intention to purchase, and intention to switch. As a result of regression analysis of extracted factors, perceived risks (psychological, monetary, temporal, and morbid risks) at tourist destinations showed influence over attitudes, purchase intentions, and transition intentions. Unsatisfied visitors at tourist destinations (less than expected tourist destinations, additional costs and time, disease risks) show a positive or negative attitude. Nevertheless, visitors will either purchase a tourist destination or switch to a visit to another place.

목차

Ⅰ. 서 론

Ⅱ. 이론적 배경

Ⅲ. 연구설계

Ⅳ. 성과분석

Ⅴ. 결 론

참고문헌

키워드

Tourist Destinations Perceived Risks Visitors' Attitudes Purchase Intention Switching Intention