Extension of Goal-Directed Behavior Model for Post-Pandemic Korean Travel Intentions to Alternative Local Destinations: Perceived Risk and Knowledge

Abstract

Since the outbreak of COVID-19, tourists have been increasingly concerned over various risks of international travel, while knowledge of the pandemic appears to vary significantly. In addition, as travel restrictions continue to impact adversely on international tourism, tourism efforts should be placed more on the domestic markets. Via structural equation modeling, this study unearthed different risk factors impacting Korean travelers' choices of alternative local destinations in the post-pandemic era. In addition, this study extended the goal-directed behavior framework with the acquisition of perceived risk and knowledge of COVID-19, which was proven to hold a significantly superior explanatory power of tourists' decisions of local alternatives over foreign countries during the COVID-19 pandemic. Furthermore, desire was found to play an imminent mediating role in the conceptual model, maximizing the impact of perceived risk on travel intentions. Henceforth, this research offers meaningful theoretical implication as the first empirical study to deepen the goal-directed behaviour framework with perceived risk and knowledge in the context of post-COVID-19 era. It also serves as insightful knowledge for Korean tourism authorities and practitioners to understand local tourists' decision-making processes and tailor effective recovery strategy for domestic tourism."

Factors influencing hikers’ litter behavior in national park in China

“…Within the context of the hospitality and tourism sector, previous studies have primarily concentrated on examining the extent of individuals' environmental consciousness or the frequency of their responsible actions in their day-to-day routines, alongside their consumption patterns while vacation (Han et al, 2010;Prud'homme and Raymond, 2013;Han and Hyun, 2018b). The acquisition of environmental knowledge by individuals has been found to have a favorable impact on their behavior, hence indirectly influencing their intention to engage in pro-environmental actions (Chan, 2001;Yadav and Pathak, 2016;Arı and Yılmaz, 2017;Farrukh et al, 2022;Han et al, 2023). Customers who sense a strong connection to the natural environment are more likely to engage in environmentally sustainable consumption practices (Dutcher et al, 2007;Han and Hyun, 2017a).…”