Switching From Domestic to Overseas Travel: The Moderating Role of Destination Governance Perceptions in a Push–Pull–Mooring Framework

Drawing on the Push–Pull–Mooring (PPM) framework, this study examines tourists' intention to replace a previously visited domestic destination with overseas travel. Survey data were collected from 300 South Korean tourists who had visited Jeju Island. Pricing problem and perceived boredom increased overseas switching intention, whereas human crowding had no significant effect. Opportunity for alternatives and pricing benefits also increased switching intention. Among the mooring factors, place attachment reduced switching intention, whereas switching cost had no significant effect. Perceived destination management competence weakened the effect of pricing problem, while perceived policy effectiveness weakened the effects of pricing problem and perceived boredom. By conceptualizing switching as the replacement of a domestic destination with overseas alternatives, this study extends the PPM framework beyond conventional provider‐ and tourism‐type switching. It further identifies destination governance perceptions as problem‐specific boundary conditions, showing that their buffering effects vary across destination‐related push factors.