The Impact of a Terminal High Altitude Area Defense Incident on Tourism Risk Perception and Attitude Change of Chinese Tourists Traveling to South Korea

Abstract

The crisis event, which is one of the factors that occur most frequently, affects the sustainable development of tourism. Aiming to investigate the impact of a terminal high altitude area defense (THAAD) incident on tourism risk perception, destination image, attitude change and behavior intention of Chinese citizens planning to travel to South Korea, a questionnaire survey was conducted among 1000 Chinese citizens. By using descriptive statistics, factor analysis, and a structural equation model on the survey data, the results showed that (1) tourist destination risk perception exerted a negative effect on tourism image, culture image, and stability image of the destination; (2) the risk perception of tourists on tourism destinations would lead to a change in tourism attitudes, as Chinese citizens who planned to travel to South Korea considered changing their tourist destinations due to the THAAD incident; and (3) the increased risk perception of tourists on destinations had negative effects on behavior intention. Chinese citizens' intention to travel to Korea was reduced after the THAAD incident. This study is of great importance for the sustainable development of tourism between China and Korea and provided a reference for improving risk management strategy for a tourism destination.

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