A Case Study of the Effect of Political Conflict between Countries on the Travel Decision-making Process: Focusing on the THAAD Political Conflict between South Korea and China

An， So-Hyun; 준우선; Lee Choong-Ki

doi:10.17086/JTS.2017.41.8.11.30

This study examined the effect of the THAAD political conflict between South Korea and China on the travel decision-making process of tourists who had planned to travel to Korea or China, using a case study. The results of the study were that research participants appeared to feel anxiety upon recognizing the political conflict between Korea and China. The cause of the anxiety was attributable to a conflict of values resulting from the possibility of physical and psychological violence. As research participants predicted the possibility of danger and gathered information it tended to affect whether they took or canceled their trip. Their choice at this moment can be interpreted by applying the self-categorization theory. The research participants who were influenced by social identity were more likely to cancel their trip according to their social values. On the contrary, those participants influenced by personal identity took or canceled their trip according to personal values. The socio-psychological background of Koreans and Chinese should be taken into consideration throughout this self-categorization.

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