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

Author

Listed:
  • Guanghui Qiao

    (School of Tourism and Urban-Rural Planning, Zheshang Research Institute, Zhejiang Gongshang University, Hangzhou 310018, China)

  • Xiao-li Zhao

    (Tourism Management Discipline, Paichai University, Daejeon 35345, Korea)

  • Luqi Xin

    (School of Tourism and Urban-Rural Planning, Zheshang Research Institute, Zhejiang Gongshang University, Hangzhou 310018, China)

  • Seokchool Kim

    (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.

Suggested Citation

  • Guanghui Qiao & Xiao-li Zhao & Luqi Xin & Seokchool Kim, 2021. "Concerns or Desires Post-Pandemic: An Extended MGB Model for Understanding South Korean Residents’ Perceptions and Intentions to Travel to China," IJERPH, MDPI, vol. 18(5), pages 1-20, March.
    • Handle: RePEc:gam:jijerp:v:18:y:2021:i:5:p:2542-:d:510215
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    References listed on IDEAS

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    Cited by:

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    2. Kyle Maurice Woosnam & Emrullah Erul & Zachary A. Russell & Sabrina Rahman & Chase Perren & Michael Lefavi & Camille Bennett, 2023. "Social Distance with Tourists in U.S. Counties with the Highest Historical Numbers of Reported COVID-19 Cases," Sustainability, MDPI, vol. 15(11), pages 1-17, June.

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