방중 한국인 관광객의 관광동기가 재방문의도에 미치는 영향 : 사드 배치로 인한 갈등을 중심으로

For the past decade, China has been the most popular overseas destination among Korean travelers. Despite the active cultural and tourism exchange between South Korea and China, the political tension between two countries caused by THAAD has been greatly and negatively influencing Korean travelers' choice of China as an international tourism destination. Given this, the present research was designed to examine how the tension caused by THAAD affects Korean travelers' intention formation for revisiting China. We also tried to uncover the intricate relationships between push-pull motivation factors and revisit intention. A survey methodology was used. Samples were Korean travelers who had previously visited China. Results of multiple regression and hierarchical regression analyses showed that specific push factors, getaway・relaxation and self-realization, and pull factors, nature・culture and convenience・accessibility, of tourism motivations had a significant effect on intention of revisiting China. In addition, anti-Chinese sentiment and perceived risk caused by THAAD were identified to play a significant moderating role in the relationship between nature・culture and revisit intention, and in the relationship between getaway・relaxation and revisit intention, respectively. To the best of our knowledge, this study is the first empirical research that successfully unearthed the formation of Korean travelers’ intention of revisiting China by considering the impact of the THAAD-related tension across two countries.