코로나19 위험인식에 따른 친사회적 관광행동의도 결정과정 : 규범 활성화 모델을 활용하여

Purpose - The purpose of this study is to identify the preceding factors that form pro-social tourism behavior intent in a pendemic situation and to present theoretical and practical implications for the role of individuals for a safe tourism environment. Design/methodology/approach - This study conducted an analysis by collecting 420 valid questionnaires targeting citizens who have lived in Korea continuously for more than one year. For the analysis, a confirmatory factor analysis (CFA) and a structural equation model (SEM) were used, and a multi-group confirmatory factor analysis (MCFA) and a multi-group structural equation model (MSEM) were used to verify the difference by age group. Findings - First, cognitive and affective risk perception for Covid-19 had a significant (+) effect on the ascription of responsibility to tourists, and affective risk perception and ascription of responsibility had a significant (+) effect on personal norms. Second, personal norms have been shown to have a significant (+) influence on prosocial tourism behavior intention, and prosocial tourism behavior intention has a significant (+) influence on WTP on safety tourism. Research implications or Originality - Tourism behavior in a pendemic situation can affect the spread of infection. In this respect, this study attempted to confirm how moral norms affect pro-social tourism behavior from a personal point of view. In addition, we tried to present practical implications by identifying the impact of personal norms on willing to pay for a safe tourism environment.