An Analysis for Structural Effect Relationship between Perception and Behavioral Intention of Tourists toward No-Show (예약부도(No-Show)에 대한 관광객의 인식과 행동의도 간 구조적 영향관계 분석)

Seolmin Yoon (윤설민); Koh, Jae-Du (고재두); Lee, Tae-Hee (이태희)

An Analysis for Structural Effect Relationship between Perception and Behavioral Intention of Tourists toward No-Show

Journal of Tourism Sciences
Abbr : JTS
2014, 38(6), pp.103-126
Publisher : The Tourism Sciences Society Of Korea
Research Area : Social Science > Tourism

Seolmin Yoon ¹, Koh, Jae-Du ², Lee, Tae-Hee ³

¹우송대학교
²경희대학교 호텔관광학과
³경희대학교 호텔관광대학

Accredited

ABSTRACT

This research was conducted to examine the structural effect relation among prior knowledge, risk perception, overall image, negative emotion, attitude, and behavioral intention based on the ‘no-show’ phenomenon. From the 25th of August to the 25th of September in 2012, an onsite survey was conducted with tourists who were aware of the ‘no-show’ phenomenon in the area of tourism (e.g. hotel, resort). After testing and verifying the eight hypotheses, the derived conclusion was that all effective relationships among the constructional concepts were statistically significant. This is in contrast to prior research which indicated a negative image. Risk perception had an effect on negative emotion, which in turn influenced overall image, and attitude. Risk perception was a more significant variable than prior knowledge when examining negative emotion. Among variables explaining behavioral intention, overall image and attitude were most important. Based on these findings, theoretical and practical implications are further discussed.

KEYWORDS

No-show, Risk perception, Prior knowledge, Overall image, Negative emotion, Attitude, Behavioral intention

Citation status

* References for papers published after 2023 are currently being built.

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