Effects of Self-control and Certainty of Punishment on Deviant Tourist Behaviors: A Comparison of Korea and the United States by applying the Model of a Goal-oriented Behavior

The purpose of this study is to examine the effects of self-control and certainty of punishment on deviant tourist behaviors by applying the model of a goal-oriented behavior. A total of 911 data was collected from South Korea and the United States to compare two cultures based on the Hofstede's indulgence-seeking index. Certainty of punishment had significantly negative effects on both groups, but self-control had significant effects on the United States group only. In the group with a high indulgence-seeking index, self-control in daily life increased attitudes, desire, and intentions toward deviant behavior, while certainty of punishment suppressed the desire for deviant behavior. This study has academic and practical significance in that it confirms the antecedent variables for intention to deviant behavior and confirms the existence of differences according to cultural values.