관광지 위험인식이 관광객의 방문의도에 미치는 영향: 관광목적지 이미지 변화와 관광지 평가의 역할

Purpose - The purpose of this study is to understand potential tourists' decision making process using the risk perception attitude model by proposing two possible mediators, i.e., changes in destination image and destination evaluation.Design, data, and methodology - Risk perception and efficacy belief are positively related to the visit intention, and mediated via changes in destination image and destination evaluation. Data was collected through an online survey and a total of 962 samples were used for empirical analyses.Result - The results showed that risk perception, efficacy belief, and the interaction between risk perception and efficacy belief are indirectly associated with visit intention, mediated by changes in destination image and destination evaluation.Conclusions - The results offer some insights into the effect of risk perception and efficacy beliefs on visiting destinations, thereby suggesting how to mitigate the effect of risky situations and promote a destination in the context of a risky situation.