초록

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Abstract ▼ AI-Helper

This study aims to examine the degree of preference regarding a tourism destination, the differences of preferred tourism activities, perceived risks, and the use of tourism information sources in accordance with the level of tourists’ novelty seeking. Four hypotheses were drawn from an extensive ...

This study aims to examine the degree of preference regarding a tourism destination, the differences of preferred tourism activities, perceived risks, and the use of tourism information sources in accordance with the level of tourists’ novelty seeking. Four hypotheses were drawn from an extensive theoretical discussion of tourists’ novlety seeking. For an empirical test of the suggested hypotheses, this study investigated Korean tourists departing to China at the In-Cheon international airport using a self-administered questionnaire survey, which resulted in collecting 305 usable questionnaire. The respondents of this study were classified into three groups along with their level of novelty seeking: Low novelty seeking group, Middle novelty seeking group, and High novelty seeking group. The results show that the High novelty seeking group would like to participate in more diverse tourism activities, indicate a higher level of preference for China as a tourism destination, resort to certain information sources. Also, the High novelty seeking group tends to perceive certain areas of risks(Economic risks and Health related risks) more sensitively than other groups. Several theoretical and marketing implications were discussed along with these hypotheses testing results.

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