관광위험지각이 관광행동선호에 미치는 영향 -부정적 감정성향의 조절효과를 중심으로- = Research Articles : A study on the Effects of Perception of Travel Risks on Preferred Travel Behaviors

다국어 초록 (Multilingual Abstract)

This study has been carried to find out if the changed perception of travel risks was a valid variable. And to find out the effects of the perception of travel risks on the preferred travel behaviors, an empirical analysis was carried out. In addition, negative affectivity was used as a moderator to find out the relationship between the perception of travel risks and preferred travel behavior. The subjects of this study were selected from adults over 20 years old living in Seoul and Gyeonggi area. The researcher and the trained helpers conducted a survey over the period of 45 days between July 3 and August 18, 2006. 551 questionnaires were collected. Of these, 532 were used and 19 were discarded for inadequacy. The results showed that different perceptions of travel risks affected 4 preferred travel behaviors. The moderator, the negative affectivity, played mediating roles except for the type of people who pursue different cultural experiences. For the type 1 which preferred different cultural experience and want more active participation was find out the higher the age, the less preference of different cultural experience. Also the higher the school career and the more experience of trip abroad, the stronger preference of different cultural experience. For the type 2 which preferred similar cultural experience, it was best to recommend differentiated tour products according to the level of perceived travel risk, age, and income. For the type 3 which preferred excellent tourism service had influence the risk of terrorism·war. For the type 4 which preferred popular destinations had influence the risk of terrorism·war and communicable diseases. School career and income is a significant effect as a controlled variable. The tourism industry needs to establish methods to obtain and provide accurate information about current emergency situations and potential emergency situations in domestic and international travel destinations to help the tourists select alternative destinations and assure their safety.

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