The Effects of Tourists’ Perception of Infectious Diseases on Perceived Risk, Perceived Value, Tourism Attitude, and Tourism Intention

This study aims to analyze the effects of tourists’ perception of infectious diseases on perceived risk, perceived value, tourism attitude, and tourism intention and measure to cope with the disaster and damage of infectious diseases. The results of this study are as follows. First, the perception of infectious diseases has a partially negative(-) effect on the perceived risk. Second, the perception of infectious diseases has a positive(+) effect on the perceived value. Third, perceived risk has a partially negative(-) effect on tourism attiude, Fourth, perceived value has a partially positive(+) on tourism attitude. Fifth, all perceived risk has a partially negative(-) effect on tourism intention. Sixth, economic value, social value, and emotional value have a positive(+) effect on tourism intention, and cognitive value has a negative(-) effect on tourism intention. Finally, tourism attitude has a positive(+) effect on tourism intention. The implication of this study are as follows. First, effective response to infectious diseases begins with the establishment of an appropriate response system. It is proposed to further strengthen cooperation between countries on infectious diseases and to operate the ‘Infectious Disease Notification Warning Policy’, and utilize each level’s action items as a manual to be used as travel safety education materials. Second, from the end of COVID-19, there will be ‘Pent-up effects’. Tourism industries should restore tourism services and establish countermeasures. Third, due to the influence of COVID-19, people's lifestyle and travel habits are changing significantly. With the decrease in outdoor activities and the increase in individual and small-scale travel, group package travel methods like in the past have become less preferred. It is necessary to develop courses such as walking, healing, and traveling alone to meet this demand. Fourth, as the demand for non-face-to-face (Untact) safe travel increases, the tourism industry is also flowing into non-face-to-face formats using ICT. It will be necessary to develop online travel services by utilizing technologies such as VR, AR, and hologram, and to develop a future-oriented tourism system by expanding the online platform business. Finally, health and medical infrastructure and related systems are needed to prepare for the new infectious diseases that will come in the future by government agencies and local governments. I hope this study will serve as an opportunity to overcome the serious damage and crisis of the current infectious disease and to present milestone in preparation for the infectious diseases in days to come.