정치적 불안정성에 따른 국제 관광객의 위험지각이 관광목적지 브랜드 자산과 방문의도에 미치는 영향: 홍콩과 일본의 정치적 상황 차이를 중심으로

Abstract

The purpose of this study is to understand the effect of tourists’ risk perceptions associated with political instability on customer-based destination brand equity(CBBE) and visit intention. In particular, this study investigated two different political instability situations in the international tourism context. Based on S-O-R theory, this study proposed a research framework and tested hypotheses using online survey data and smart PLS. In this study, only affective risk perception was negatively associated with CBBE, together with destination evaluation. However, CBBE was positively related to one’s visit intention. Regarding the types of political instability, two groups showed different structural relationships in our research framework. The results of this study would suggest theoretical implications(risk perception and destination brand) and practical implications(destination marketing and management).