Effects of COVID-19 Risk Perception on Satisfaction and SNS Recommendation Intention: Focused on Untact(Non-Contact) Tourist Destinations

February 28, 2023  |  Vol.9, No.2  |  PP. 51-67  | PDF

AUTHORS:

Dong-Jin Kim, Interdisciplinary Program of Management Consulting, Pukyong National University, Korea

Jae-Kyoon Jun, Division of Business Administration, Pukyong National University, Korea

KEYWORDS:

Untact(non-contact) Tourism, Risk Perception, Satisfaction, SNS Recommendation Intention

Abstract

Recently, as the COVID-19 (COVID-19) pandemic continues, tourists are increasingly interested in untact(non-contact) tourist attractions. Untact tourist destination refers to a tourist attraction suitable for previously unknown outdoor activities that can avoid contact between people. This study examines the perception of tourists on untact tourism through the relationship between the COVID-19 risk perception on the satisfaction of untact tourist destinations and the intention of SNS recommendation of visitors to untact tourist destinations. It would be timely to check how it affects untact tourist destinations, and this study will be meaningful as basic data to expand tourists' understanding of untact tourist destinations in the era of COVID-19. The survey period was from April 1 to April 30, 2022. The subject of the survey was limited to foreign visitors from other regions who visited untact tourist destinations in Busan. A total of 300 copies were collected from tourists who responded to the survey, and the final 257 copies were used for the study, excluding questionnaires with inaccurate responses. The analysis method was analyzed using programs IBM SPSS 27.0 and AMOS 20.0. A structural equation modeling was conducted to test the hypothesis. When presenting the results of the study, first, COVID-19 risk perception was divided into factors such as travel risk, tourist destination risk, financial risk, and health risk. Second, it was found that factors excluding financial risk among COVID-19 risk perception had a significant positive (+) effect on satisfaction. Third, it was found that untact tourism satisfaction had a significant positive (+) effect on SNS recommendation intention. The results of this study show tourists' COVID-19 risk perception of untact tourism, and untact tourism in a nature-friendly environment with relatively less risk than well-known tourist destinations shows that negative emotions have a positive effect. This suggests that the positive effect of SNS recommendation intention means that there is an intention to recommend an untact tourist destination, and this study confirmed that it can lead to revisit tourism activities for untact tourist spots in the future. Therefore, suggestions for revitalizing untact tourist destinations were presented.

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Citations:

APA:
Kim, D. J., Jun, J. K. (2023). Effects of COVID-19 Risk Perception on Satisfaction and SNS Recommendation Intention: Focused on Untact(Non-Contact) Tourist Destinations. Asia-pacific Journal of Convergent Research Interchange (APJCRI), ISSN: 2508-9080 (Print); 2671-5325 (Online), KCTRS, 9(2), 51-67. doi: 10.47116/apjcri.2023.02.05

MLA:
Kim, Dong-Jin, et al. “Effects of COVID-19 Risk Perception on Satisfaction and SNS Recommendation Intention: Focused on Untact(Non-Contact) Tourist Destinations.” Asia-pacific Journal of Convergent Research Interchange, ISSN: 2508-9080 (Print); 2671-5325 (Online), KCTRS, vol. 9, no. 2, 2023, pp. 51-67. APJCRI, http://fucos.or.kr/journal/APJCRI/Articles/v9n2/5.html.

IEEE:
[1] D. J. Kim, J. K. Jun, “Effects of COVID-19 Risk Perception on Satisfaction and SNS Recommendation Intention: Focused on Untact(Non-Contact) Tourist Destinations.” Asia-pacific Journal of Convergent Research Interchange (APJCRI), ISSN: 2508-9080 (Print); 2671-5325 (Online), KCTRS, vol. 9, no. 2, pp. 51-67, February 2023.

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