Concerns or Desires Post-Pandemic: An Extended MGB Model for Understanding South Korean Residents' Perceptions and Intentions to Travel to China.

Affiliation

Qiao G(1), Zhao XL(2), Xin L(1), Kim S(3).
Author information:
(1)School of Tourism and Urban-Rural Planning, Zheshang Research Institute, Zhejiang Gongshang University, Hangzhou 310018, China.
(2)Tourism Management Discipline, Paichai University, Daejeon 35345, Korea.
(3)Department of Tourism Festival and Resort Management, Paichai University, Daejeon 35345, Korea.

Abstract

In this study, we examined South Korean residents' travel-related behavioural intention for mainland China post-COVID-19 using an extended model of goal-directed behaviour. To do so, we integrated South Korean residents' perceptions of country image (PCI), mass media, and concerns about travel into the framework of the original model of goal-directed behaviour (MGB). Structural equation modelling was used to identify the structural relationships among the latent variables. The results show that mass media had a positive influence on South Korean residents' perception of China's image, a negative influence on residents' concerns, and a positive influence on residents' behavioural intentions for travel overseas. Meanwhile, PCI had a positive influence on residents' attitude towards travel overseas. The theoretical and practical implications of the study are discussed.