본문 바로가기
  • Home

Decision Making of Chinese Tourists Visiting North Korea Using Goal-Directed Behavior Model

Dong, Li-Min 1 Jin, Ying-Mei 2

1연변대학교 관광경영학과
2연변대학교 융합학원

Excellent Accredited

ABSTRACT

Currently, the tourism cooperation between China and North Korea is mainly focused on Chinese tourists visiting North Korea. Compared with other overseas tourism, North Korean tourism has unique tourism form, tourism experience and culture. Therefore, Chinese tourists have a strong interest in traveling North Korea, and their preference is gradually increasing. However, there is a lack of research on decision-making behavior of Chinese tourists visiting North Korea. The purpose of this study is to analyze the behavioral decisions of Chinese tourists visiting North Korea, and construct a goal-directed behavior model. A survey was conducted among Chinese tourists with travel experience in North Korea, and 349 valid questionnaires were obtained. The results show that attitude, subjective norm, positive anticipated emotion, negative anticipated emotion, and the frequency of past behavior have significant influence on desire. In addition, perceived behavioral control and desire have significant influence on behavioral intention. On the contrary, perceived behavioral control did not have a significant influence on desire. The frequency of past behavior did not have a significant influence on behavioral intention. These results can contribute to understanding the decision-making behavior of Chinese tourists in North Korea. Our findings will serve as a reference for tourism policy discussions between China and North Korea.

Citation status

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