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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.


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.

SUBMITTER: Qiao G 

PROVIDER: S-EPMC7967321 | biostudies-literature | 2021 Mar

REPOSITORIES: biostudies-literature

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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.

Qiao Guanghui G   Zhao Xiao-Li XL   Xin Luqi L   Kim Seokchool S  

International journal of environmental research and public health 20210304 5


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  ...[more]

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