섬 관광에서의 위험지각이 위험감소행동과 방문의도에 미치는 영향: 방문경험의 조절효과 분석

Abstract

This study empirically analyzed the impact of risk perception in island tourism on tourists' risk reduction behaviors and visiting intentions, and examined the moderating effect of visit experience on these relationships. Key concepts such as risk perception, risk reduction behavior, visiting intention, and visit experience were defined, and a research model was established. An online survey collected 319 valid samples, which were analyzed to determine the impact of various risk factors on tourists' behaviors and decision-making processes. The results confirmed that information search behavior among risk reduction behaviors had a significant positive effect on visiting intention. Additionally, it was found that tourists with prior visit experience could more effectively utilize strategies to mitigate risks and strengthen their visiting intentions. This study provides essential foundational data for developing risk management strategies in island tourism, offering practical insights for destination managers and marketers to effectively manage tourists' risk perceptions and enhance their visiting intentions. Through these findings, the study aims to contribute to the sustainability of island tourism and increase tourists' visiting intentions.