본문 바로가기
  • Home

Exploratory Research on the Relationship between Risk Perception on Political Instability of Korea Peninsula, Protection Motivation and Intention to Avoid Travelling Korea : Applying Protection Motivation Theory on Potential Chinese Visitors

  • Journal of Tourism Sciences
  • Abbr : JTS
  • 2012, 36(7), pp.33-53
  • Publisher : The Tourism Sciences Society Of Korea
  • Research Area : Social Science > Tourism

Lee, Min-Jae 1 seo wonseok 1

1경희대학교

Accredited

ABSTRACT

This study investigates the major factors likely to affect the intention to avoid traveling to South Korea based on Protection Motivation Theory and provides the direction to relieve the negative effect of political risk on travel. The proposed theoretical framework provides insight into visitors' cognitive process combined with 4 factors - severity, vulnerability, self-efficacy and response efficacy - affected by the political unstable environment. Two hundred and thirty-five Chinese international students in South Korea were sampled for this study. The results of the empirical analysis show that perceived risk of political instability has positive effects on intention to avoid travelling Korea via protection motivation. However, self-efficacy positively affected by political risk does not have significant correlation with intention to avoid travelling to Korea while severity, vulnerability and response efficacy of protection motivation have positive effects on intention. One important finding is that the strategy to decrease the response efficacy can mitigate the protection motivation behavior, avoiding travelling Korea. Further findings and implications are described within.

Citation status

* References for papers published after 2022 are currently being built.