IJERPH, Vol. 18, Pages 12345: Facilitators and Reducers of Korean Travelers’ Avoidance/Hesitation Behaviors toward China in the Case of COVID-19 (International Journal of Environmental Research and Public Health)

Given that little is known about overseas travelers’ responses and behaviors toward China after the outbreak of COVID-19, this study aimed to uncover risk perception factors and investigate its role in Korean travelers’ avoidance/hesitation behaviors toward China as an international tourism destination in the case of the COVID-19 pandemic. To explore the relationship with risk perception, anticipated emotion and avoidance/hesitation behavior, a quantitative method along with an online survey was employed. This focus was on Korean tourists who had traveled to China at least once. Findings revealed that risk perception and negative anticipated emotion are vital facilitators of avoidance/hesitation behaviors, and that positive anticipated emotion reduces such behaviors. The efficacy of a higher-order structure of risk perception, which encompasses six dimensions, was also demonstrated. In addition, destination attachment lowered the influence of risk perception on the formation of avoidance/hesitation behaviors. Overall, our results will help tourism researchers and practitioners understand what factors drive and reduce international travelers’ avoidance/hesitation behaviors toward China in the post-pandemic world. Implications for theory and practice are offered.