Concerns or Desires Post-Pandemic: An Extended MGB Model for Understanding South Korean Residents’ Perceptions and Intentions to Travel to China

Guanghui Qiao, Xiao-li Zhao, Luqi Xin and Seokchool Kim
Additional contact information
Guanghui Qiao: School of Tourism and Urban-Rural Planning, Zheshang Research Institute, Zhejiang Gongshang University, Hangzhou 310018, China
Xiao-li Zhao: Tourism Management Discipline, Paichai University, Daejeon 35345, Korea
Luqi Xin: School of Tourism and Urban-Rural Planning, Zheshang Research Institute, Zhejiang Gongshang University, Hangzhou 310018, China
Seokchool Kim: Department of Tourism Festival and Resort Management, Paichai University, Daejeon 35345, Korea

IJERPH, 2021, vol. 18, issue 5, 1-20

Abstract: In this study, we examined South Korean residents’ travel-related behavioural intention for mainland China post-COVID-19 using an extended model of goal-directed behaviour. To do so, we integrated South Korean residents’ perceptions of country image (PCI), mass media, and concerns about travel into the framework of the original model of goal-directed behaviour (MGB). Structural equation modelling was used to identify the structural relationships among the latent variables. The results show that mass media had a positive influence on South Korean residents’ perception of China’s image, a negative influence on residents’ concerns, and a positive influence on residents’ behavioural intentions for travel overseas. Meanwhile, PCI had a positive influence on residents’ attitude towards travel overseas. The theoretical and practical implications of the study are discussed.

Keywords: COVID-19; concern; desire; mass media; extended MGB; travel intention; South Korea; China (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 (3)

Downloads: (external link)
https://www.mdpi.com/1660-4601/18/5/2542/pdf (application/pdf)
https://www.mdpi.com/1660-4601/18/5/2542/ (text/html)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:gam:jijerp:v:18:y:2021:i:5:p:2542-:d:510215

Access Statistics for this article

IJERPH is currently edited by Ms. Jenna Liu

More articles in IJERPH from MDPI
Bibliographic data for series maintained by MDPI Indexing Manager ().