An Empirical Study on the Influence of Inherited Capital and Social Status of Chinese Tourists on Perceived Risk and Return Visit Intention: Focusing on the Moderating Effect of Perceived Value

Guo, Chao; Seong Hwan Lee

doi:10.18107/japs.2020.27.1.006

This study examined whether the perceived risk plays a mediating role in the influence of the inherited capital and social status of Chinese tourists visiting Korea and the moderating role of perceived value. The sample of the study used the partial least square method (PLS) of the Structural Equation Modeling (SEM) based on a 355-part survey of Chinese tourists who visited Korea using Gimhae Airport. As a result of the test, first, the components of the inherited capital did not affect the return intention. Second, social status did not affect re-visit intention but positive influence on perceived value. Third, the perceived risk between social status and return visit intention was found to play a mediating role. Fourth, the hypothesis that perceived risks and perceived values would affect revisit intention was supported, and the interaction between social status and perceived risk was supported by revisit intention, and the perceived value played a role in controlling. As a result, social status plays a very important role in perceived risk, and perceived value is a decisive factor in revisit intention. In this way, I would like to suggest the implications for improving the path of Chinese tourist behavior to Korea and developing various variables of tourism management.

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