Concerns or Desires Post-Pandemic: An Extended MGB Model for Understanding South Korean Residents’ Perceptions and Intentions to Travel to China
Open Access
- 4 March 2021
- journal article
- research article
- Published by MDPI AG in International Journal of Environmental Research and Public Health
- Vol. 18 (5), 2542
- https://doi.org/10.3390/ijerph18052542
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.Funding Information
- Zhejiang Social Science Foundation (No.20NDJC097YB, 202010)
- National Natural Science Foundation of China (No. 72074194)
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