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

Author

Listed:
  • 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
    Department of Tourism Development and Management, The Hainan University-Arizona State University Joint International Tourism College, Hainan University, 58 Renmin Road, Haikou 570004, China)

  • HakJun Song

    (College of Tourism and Fashion, Pai Chai University, 155-40 Baejae-ro, Seo-gu, Daejeon 302-735, Korea)

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.

Suggested Citation

  • 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.
    • Handle: RePEc:gam:jijerp:v:18:y:2021:i:20:p:10835-:d:656990
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    References listed on IDEAS

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    Citations

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    Cited by:

    1. Chunhui Zheng & Jia Zhang & Lili Qian & Yuling Zhang, 2022. "Risk, Obligation, and Public Noncompliance with Mobility Directives in China during the COVID-19 Pandemic," IJERPH, MDPI, vol. 19(18), pages 1-20, September.
    2. Yuhao Liu & Yunseon Choe, 2023. "Motivation-Based Segmentation of Tourist Shoppers to Hainan During COVID-19," SAGE Open, , vol. 13(3), pages 21582440231, September.
    3. Yugang He & Guihua Bai, 2023. "Quantifying the ‘Yellow Card Policy’ Effect: An Intervention Analysis of Chinese Tourist Migration to South Korea amidst the COVID-19 Pandemic," Sustainability, MDPI, vol. 15(21), pages 1-15, November.
    4. Yunseon Choe & Jiyoon Lee & Gyehee Lee, 2022. "Exploring Values via the Innovative Application of Social Media with Parks Amid COVID-19: A Qualitative Content Analysis of Text and Images Using ATLAS.ti," Sustainability, MDPI, vol. 14(20), pages 1-16, October.
    5. Andrzej Dudek & Daria Elżbieta Jaremen & Izabela Michalska-Dudek, 2023. "Factors Determining ROPO Behaviors of Travel Agencies Customers during the COVID-19 Pandemic," Sustainability, MDPI, vol. 15(7), pages 1-18, April.
    6. Yunseon Choe & Gyehee Lee & Kathleen Andereck, 2024. "Values to Visit a Culturally Significant But Forbidden Land: A Case of North Korea," SAGE Open, , vol. 14(1), pages 21582440231, January.

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