School of Tourism and Urban-Rural Planning, Zheshang Research Institute, Zhejiang Gongshang University, Hangzhou 310018, China.
Tourism Management Discipline, Paichai University, Daejeon 35345, Korea.
Int J Environ Res Public Health. 2021 Mar 4;18(5):2542. doi: 10.3390/ijerph18052542.
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.
在这项研究中，我们使用目标导向行为的扩展模型，考察了韩国居民在 COVID-19 后前往中国大陆的旅游相关行为意向。为此，我们将韩国居民对国家形象（PCI）、大众媒体和对旅行的担忧的看法纳入目标导向行为模型（MGB）的框架中。结构方程模型用于确定潜在变量之间的结构关系。结果表明，大众媒体对韩国居民对中国形象的看法有积极影响，对居民的担忧有负面影响，对居民海外旅游的行为意向有积极影响。同时，PCI 对居民对海外旅游的态度有积极影响。讨论了该研究的理论和实际意义。
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