Korean Domestic Tourists’ Decision-Making Process under Threat of COVID-19

JunHui Wang, Yunseon Choe and HakJun Song
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JunHui Wang: College of Tourism, Hunan Normal University, 36 Lushan Road, Yuelu District, Changsha 410081, China
Yunseon Choe: School of Community Resources and Development, Watts College of Public Service and Community Solutions, Arizona State University, 411 N. Central Ave, Phoenix, AZ 85004, USA
HakJun Song: College of Tourism and Fashion, Pai Chai University, 155-40 Baejae-ro, Seo-gu, Daejeon 302-735, Korea

IJERPH, 2021, vol. 18, issue 20, 1-17

Abstract: The purpose of this study is to build a theoretical framework to explain Korean domestic tourists’ decision-making process under COVID-19 by applying an extended model of goal-directed behavior. The role of positive expectation of COVID-19, the effect of mass media, and perception of government policy were considered as new variables in the process of tourism decision-making. The results of this present study show that positive and negative anticipated emotion, positive expectation, and the frequency of past behavior positively influence the desire for travel domestically within the next three months, while the effect of mass media negatively affected the desire for travel domestically within the next three months. Two anticipated emotions and positive expectations were positive antecedents of the desire for travel domestically within this year. The anticipated emotions and the effect of mass media affected the desire to travel domestically next year. The results of this tourist’s decision-making research will offer government, the tourism sector, and policy decision-makers better insights for establishing tourism policy responses and create safe destinations to help an adequate recovery and development of the tourism industry.

Keywords: domestic travel; expectation; behavioral intention; mass media effect; policy (search for similar items in EconPapers)
JEL-codes: I I1 I3 Q Q5 (search for similar items in EconPapers)
Date: 2021
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (6)

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