신종플루 인식이 단체관광객의 해외여행 의사결정과정에 미친 영향에 관한 연구 = The Effect of the Perception of Influenza A(H1N1) on International Travel Decision-making Process of Group Tourists

다국어 초록 (Multilingual Abstract)

Based on the theory of planned behavior, this study tested the impact of package travellers' perception of Influenza A(H1N1) on their intention to postpone or cancel international trips. Data were conveniently collected from 570 package travellers, who participated in outbound travel program in Korea from January to February 2010. Results of a structural equation model analysis indicated that overall, the respondents' behavioral intention to postpone or cancel international travel were well explained by their level of perception on the Influenza A Results also showed that the respondents' behavioral intention on international travel was significantly influenced by their attitude and subjective norm on Influenza A. However, perceived behavior control on Influenza A was not found to have an impact on behavioral intention and actual behavior for international travel. Findings from this study suggest that the perception of Influenza is an important variable in explaining decision-making process of international tourists.

국문 초록 (Abstract)

본 연구에서는 신종플루 인식 개념을 추가로 도입한 확장된 계획행동이론을 통해 신종플루 상황하에서 해외여행을 연기 또는 취소하려는 단체관광객들의 해외여행 의사결정과정을 살펴보고자 하였다. 구조방정식 모형을 이용한 실증분석 결과, 신종플루 인식이 해외여행을 연기 또는 취소하려는 단체관광객들의 행동의도를 결정짓는 중요한 요인인 것으로 나타났다. 구체적으로, 신종플루 인식은 해외여행 연기 또는 취소 행동에 대한 태도와 주관적 규범에 통계적으로 유의한 영향을 미치는 것으로 분석되었다. 또한, 태도와 주관적 규범은 해외여행 연기 또는 취소 행동의도에 영향을 미치는 것으로 분석되었지만 지각된 행동 통제감은 해외여행 연기 또는 취소 행동의도와 실제행동에 영향을 미치지 않는 것으로 나타났다. 이러한 분석결과들은 신종플루 인식이 신종플루 상황하에서 해외여행객들의 의사결정을 설명할 수 있는 중요한 변수라는 것을 지적해준다.

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