위험지각이 관광객의 걱정과 태도에 미치는 영향

The purpose of this study is to identify the effect of risk perception on tourist's attitude, considering the mediating effect of tourist's worry. Local people living in Seoul, Korea, who have been to abroad within recent 3 years were surveyed. The 360 valid responses of questionnaires were used for empirical analyses. The components of tourist's worry, risk perception, and tourist's attitude were defined through extensive literature review. A preliminary analysis to identify appropriate measurement dimensions was done by exploratory factor analysis, confirmatory factor analysis,correlation analysis, and reliability and validity analyses, together with structural equation modeling and bootstrapping which were employed to test the hypotheses under consideration. The findings indicated that financial risk had a significant influence on both cognitive and affective attitude of tourist. The performance risk and social risk had positive impact on tourist‘s worry, which in turn significantly affected affective attitude. The findings of this study would help to understand and predict tourist's reaction to risk posed by tourism environment. This study added another findings regarding the relationships among risk perceptions, tourist's attitude, and tourist's worry, to the existing body of related academic theory. Theoretical and managerial implications were discussed in the conclusion.