계획된 행동이론을 적용한 관광목적지의 부정적인 사건에 대한 온라인 리뷰가 관광지 이미지와 적대감, 잠재관광객 행동에 미치는 영향

Abstract

Currently, many potential Chinese tourists are using the Internet to collect information on tourist destinations and plan trips. When planning a trip, if a potential tourist sees a review of negative events at a tourist destination on Internet SNS, a negative image of the destination can be formed, which can negatively affect travel decisions.However, there is a lack of research on the effect of tourist attraction image and national hostility on travel behavior intention perceived by potential tourists exposed to negative online reviews on SNS. This study aims to verify negative online reviews of tourist destinations on SNS through tourist attitudes, perceived behavioral control, and subjective normative tourist destinations' parameters of potential tourists' image and hostility on their visit intention.In addition, we would like to see the effect of tourism destination image and hostility on attitude through the moderating variable of relationship quality. In this study, SPSS 23.0 and AMOS were used to analyze the collected samples, and the following conclusions were drawn: First, it was confirmed that the overall image of potential tourists had a significant positive (+) effect on destination attitude, subjective norms, and perceived behavioral control in the influence of negative online reviews. Second, in the influence of negative online reviews, potential tourists' hostility was found to have a significant negative (-) effect on destination attitudes, subjective norms, and perceived behavioral control. Third, it was found that a good image of a tourist destination has a positive effect on attitude, subjective norms, and perceived behavioral control, which has a positive effect on behavioral intention. High hostility negatively affects attitudes, subjective norms, and perceived behavioral control, which also negatively affects behavioral intentions, verifying the results of previous studies. Fourth, it was found that relationship quality had a more positive effect on attitudes by controlling the impact between overall image, hostility and destination attitudes, and if the relationship with the tourist destination is good, it alleviates the negative impact of hostility on attitudes. Finally, according to the study, Interest in negative online reviews is increasing, and there is a need to increase Show concern for in negative reviews in tourist destinations. If a negative event occurs in a tourist destination, the cause should be found and prevented from recurrence. The tourist destination manager shall manage the image by promoting the advantages and characteristics of the tourist destination through media advertisements, SNS, etc. Since hostility toward the country negatively affects attitudes and behavioral intentions toward tourist destinations, neighboring countries and countries with many tourists to Korea should make efforts to maintain good political and diplomatic relations. DMO officials at tourist destinations should make efforts to maintain good relationship quality with potential tourists.