지각된 위험과 관광지 이미지가 행동의도에 미치는 영향

Abstract

Outbound tourism is an indicator of the development of national economy and society and the improvement of people's living standard. Since 1980's, China's comprehensive national power has been strengthened, government policies have been released, and people's living standards have been gradually improved. With the change of the concept of national tourism, overseas tourism has become a new area of consumption in China. In terms of geographical location, and their cultures are very similar. Moreover, South Korea has a positive and beautiful image as a tourist destination. Therefore, since the establishment of diplomatic relations between China and South Korea in 1992, more and more Chinese tourists prefer to visit South Korea. By the end of 2016, more than 8.26 million Chinese tourists had visited South Korea, accounting for 47.5% of foreign tourists. However, due to health and political risks such as the MERS (Middle East Respiratory Syndrome) disease and the start of THAAD in 2017, the number of visitors has declined sharply. This situation not only has an impact on the land cities in South Korea, but also on Jeju Island, which was chosen as the "Seven Natural Landscape of the World" and the "Biosphere Reserve". Therefore, the purpose of this study is to explore the factors that affect the intention of tourist action through the research and analysis of perceived risk and tourist destination image. By investigating the perceived risk and tourist destination image of the tourists in Jeju, this study verifies the important factors that affect the intention of the tourists. In order to achieve the purpose of this study, this study carried out literature research and empirical research. From October 18 to October 27, 2018, the questionnaires and WeChat survives were given to tourists. Questionnaire survives were conducted at Jeju International Airport for 239 visitors to Jeju. The results of the investigation are demonstrated and analyzed. This study sets up two hypotheses: the influence of perceived risk on the intention of activity and the influence of tourist destination image on the intention of activity. In order to verify this two hypotheses, SPSS 20.0 was used for frequency analysis, reliability analysis, factor analysis and multiple regression analysis. After the hypothesis was verified, T-test and one-way ANOVA were used to test the difference of tourism experience according to the demographic characteristics of the sample. The results show that the perceived risk of tourists consists of five factors, including physical risk, economic risk, time risk, political risk and language risk. Among them, the political risk has an impact on the tourist's intention og activity. Tourism destination image consists of six factors, including convenience, environment, charm, economy, non-uniqueness and inactivity. Apart from economicand non-uniqueness factors, convenience, environmental, charm and inactivity factors all have an impact on tourists' intention of activity. The summary of this study is as follows. Firstly, tourism enterprises should correctly understand tourists' perception of the risk of Jeju Island, and formulate relevant plans to reduce tourists' concern about visiting Jeju. Secondly, in order to attract more tourists, we need to make more efforts to strengthen the advantages of convenience, environment, charm, economy factors and so on, especially in formulating marketing strategies for the Chinese market. It is necessary to emphasize the advantages of Jeju's convenient facilities, theme parks and museums, the beauty of natural landscape and the appropriate cost of travel. Finally, Jeju government and tourism enterprises should make relevant plans to improve the overall vitality and urban atmosphere of Jeju Island. Making tourists feel happy and comfortable in Jeju Island. Through this study, the tourism development of Jeju Island should highlight the advantages of Jeju Island as a tourist destination, create a more positive image of tourist destination, and reduce the impact of perceived risk on tourists. Through the development of tourist commodities and tourist attractions, more tourists will continue to visit.