관광지 위험지각에 있어서의 낙관적 편견에 대한 탐색적 연구

Abstract

The purpose of this study is to figure out how tourists perceive and make a decision of a destination, where a risky accident occurs, based on the concept of optimistic bias. This study investigated that optimistic bias existed in perceiving destination risk, what factors affected it, and it had an influence on intention to visit, with regard to Fukushima nuclear accident. For the study, a survey was conducted with 300 sample of Korean outbound tourists in July, 2011. According to the findings, there existed optimistic bias in perceiving destination risk, which consists of environmental risk and accidental risk, by indicating that respondents estimated that others perceived the destination more risky than they actually perceived. In addition, optimistic bias in perceiving environmental risk was affected by risk perception of nuclear accident and visiting experience, by indicating that the lower risk perception of nuclear accident and more visiting experience the respondents had, the more optimistic bias they had in perceiving environmental risk. Finally, The optimistic bias had an impact on intention to visit. The findings provide destinations and tourist companies with some suggestions for how to manage tourists in a situation which a risky accident occurs.