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The Effect of the Characteristics of Red, as a Chinese Modern Heritage, on Decision-making Process of Chinese Tourists for North Korea Tourism: A Research Based on the Extended Theory of Planned Behavior

Kim Jinok Susanna 1 Cao, Yue 1 Kim, Nam Jo 1

1한양대학교

Accredited

ABSTRACT

Red tourism is a kind of cultural heritage tourism of modern history of Chinese communist revolution. Chines government’s political promotion of such programs has significantly increased number of its tourists. The purpose of this study is to explore its influence on the Chinese tourists’ re-visit intention to North Korea. The survey was given to Chinese tourists coming from their North Korea tour packages. The survey was designed to research the ‘Red tourism’ tourists behavioral intention from the perspective of the theory of planned behavior. The result shows that ‘Red tourism’ factor has significant effect on Chinese tourists’ attitude and behavioral intention to North Korea tour programs. The results of the analysis show that red color has a significant effect on attitude and behavioral intention in North Korea Tourism. The implication of the study is that the characteristic of red color which rekindles historical personages and events has a significant effect on Chinese tourists in North Korea Tourism.

Citation status

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