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The Effect of Smog-Related Factors on Korean Domestic Tourists’ Decision-Making Process

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  • JunHui Wang

    (College of Tourism and Fashion, Pai Chai University, Daejeon 35345, Korea)

  • JooHyang Kim

    (Department of Convention and Hotel Management, Hannam University, Daejeon 34430, Korea)

  • JiHyo Moon

    (School of Business, Hanyang University, Seoul 133-791, Korea)

  • HakJun Song

    (College of Tourism and Fashion, Pai Chai University, Daejeon 35345, Korea)

Abstract

The present study aims to explore Korean domestic tourists’ decision-making processes by utilizing an extended model of goal-directed behavior (EMGB) as a theoretical framework. Integrating government policy (PLY) and protection motivation for smog (PMS) with the original model of goal-directed behavior (MGB) makes it easier to better understand the formation process of tourists’ behavioral intentions for domestic travel. Structural equation modeling (SEM) is employed to identify the structural relationships among the latent variables. The results of the EMGB indicated that desire had the strongest effect on the behavioral intention of tourists to travel domestically; positive anticipated emotion is the main source of desire, followed by negative anticipated emotion. Government PLY on smog has a significant, positive and indirect effect on behavioral intentions of domestic or potential tourists through the protection motive theory. We found that desires are verified as a determinant of the behavioral intention’s formation, more significant than that of perceived behavioral control, frequency of past behavior and protection motivation. In addition, this study offers theoretical and practical suggestions.

Suggested Citation

  • JunHui Wang & JooHyang Kim & JiHyo Moon & HakJun Song, 2020. "The Effect of Smog-Related Factors on Korean Domestic Tourists’ Decision-Making Process," IJERPH, MDPI, vol. 17(10), pages 1-13, May.
    • Handle: RePEc:gam:jijerp:v:17:y:2020:i:10:p:3706-:d:362412
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    References listed on IDEAS

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    Cited by:

    1. Guanghui Qiao & Xiao-li Zhao & Luqi Xin & Seokchool Kim, 2021. "Concerns or Desires Post-Pandemic: An Extended MGB Model for Understanding South Korean Residents’ Perceptions and Intentions to Travel to China," IJERPH, MDPI, vol. 18(5), pages 1-20, March.
    2. JunHui Wang & Yunseon Choe & HakJun Song, 2021. "Korean Domestic Tourists’ Decision-Making Process under Threat of COVID-19," IJERPH, MDPI, vol. 18(20), pages 1-17, October.

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