Title Page
Abstract
Contents
Ⅰ. Introduction 16
1.1. Overview of Industry Background 16
1.2. Overview of Research Status 19
1.3. Research Objectives and Questions 23
1.4. Research Necessity 24
1.5. Research Structure and Flowchart 25
Ⅱ. Literature Review 28
2.1. Risk Perception of Travel 28
2.1.1. Content of Travel Risk 28
2.1.2. Concept of Travel Risk Perception 37
2.1.3. Travel Risk Perception and Destination 41
2.1.4. Evaluation Method of Travel Risk Perception 43
2.2. Theory of Planned Behavior 45
2.2.1. Concept of Theory of Planned Behavior 45
2.2.2. Research Status of Theory of Planned Behavior 47
2.3. Travel Intentions 50
2.3.1. Concept of Travel Intentions 50
2.3.2. Theory of Planned Behavior and Travel Intentions 52
2.3.3. Influence of Attitudes on Travel Intentions 54
2.3.4. Influence of Perceived Behavioral Control on Travel Intentions 55
2.3.5. Risk Perceptions and Travel Intention 55
Ⅲ. Research Methodology 58
3.1. Basic Concept of PLS-SEM 58
3.2. Hypothesis and Conceptual Model Construction 60
3.3. Questionnaire Design 62
3.4. Questionnaire Distribution 68
3.5. Pilot Test Study 69
3.5.1. Review of the Content Validity 69
3.5.2. Pilot Test Sample Data Collection and Composition Analysis 70
3.5.3. Validation of the Measurement Model 73
Ⅳ. Empirical Study 89
4.1. Descriptive Statistical Analysis of Sample Data 89
4.1.1. Sample Distribution and Collection 89
4.1.2. Composition Statistics of Survey Samples 91
4.1.3. Sample Descriptive Analysis 94
4.1.4. Normality Test of Sample 99
4.2. Validation of the Structural Model of Domestic Travel Risk Perception and Travel Intention Based on PLS 101
4.2.1. Validation of Measurement Model 102
4.2.2. Validation of Structural Model 111
4.2.3. Validation of the Model Fitting Indicators 114
4.3. Validation of the Structural Model of Overseas Travel Risk Perception and Travel Intention based on PLS 116
4.3.1. Validation of Measurement Model 116
4.3.2. Validation of Structural Model 124
4.3.3. Validation of the Model Fitting Indicators 127
Ⅴ. Conclusions 130
5.1. Conclusions and Discussions 130
5.2. Recommends 139
5.3. Limitations 143
5.4. Future Study 144
Reference 147
개요 156
Appendix 159
Table Ⅱ-1. Relative previous literature of definition formation of travel risk factors 31
Table Ⅱ-2. Definition development of travel risk perception 39
Table Ⅱ-3. Previous research of risk perceptions and behavior intentions 57
Table Ⅲ-1. Content composition and source of the questionnaire 64
Table Ⅲ-2. Demographics of pilot test sample 72
Table Ⅲ-3. The internal consistency and significance of variables (Domestic) 75
Table Ⅲ-4. Validity test results of reflective variables (Domestic) 78
Table Ⅲ-5. The Cross-Loading of reflective variables (Domestic) 79
Table Ⅲ-6. The internal consistency and significance of reflective variables (Overseas) 82
Table Ⅲ-7. Validation of reflective variables (Overseas) 85
Table Ⅲ-8. The Cross-Loading of reflective variables (Overseas) 86
Table Ⅳ-1. Demographics of empirical survey sample 93
Table Ⅳ-2. Descriptive statistical analysis of sample data distribution (Domestic) 95
Table Ⅳ-3. Descriptive statistical analysis of sample data distribution (Overseas) 97
Table Ⅳ-4. Shapiro-Wilk test for empirical survey samples 100
Table Ⅳ-5. Validation of reliability indicators (Domestic) 102
Table Ⅳ-6. Validation results of reliability (Domestic) 106
Table Ⅳ-7. Validity validation results of reflective variables (Domestic) 108
Table Ⅳ-8. Cross-loading matrix between latent variables and manifest variables (Domestic) 109
Table Ⅳ-9. Path coefficient validation results (Domestic) 113
Table Ⅳ-10. Model fit indicators of R² and GoF (Domestic) 115
Table Ⅳ-11. Model fit indicators (Domestic) 116
Table Ⅳ-12. Validation of reliability indicators (Overseas) 118
Table Ⅳ-13. Validity validation results of reflective variables (Overseas) 121
Table Ⅳ-14. Cross-loading matrix between latent variables and manifest variables (Overseas) 122
Table Ⅳ-15. Path coefficient validation results (Overseas) 126
Table Ⅳ-16. Model fit indicators (Overseas) 128
Table Ⅳ-17. Model fit indicators (Overseas) 129
Table Ⅴ-1. Comparison of rankings of domestic and overseas travel risk perception loading 136
〈Figure Ⅰ-1〉 Research process 27
〈Figure Ⅱ-1〉 Travel risk factors 37
〈Figure Ⅲ-1〉 Research Model 62
〈Figure Ⅲ-2〉 Sample collection output information 69
〈Figure Ⅳ-1〉 Geographical distribution of empirical survey sample 91
〈Figure Ⅳ-2〉 Path coefficient validation results (Domestic) 114
〈Figure Ⅳ-3〉 Path coefficient validation results (Overseas) 127