In this study, we examined South Korean residents’ travel-related behavioural intention for mainland China post-COVID-19 using an extended model of goal-directed behaviour. To do so, we integrated South Korean residents’ perceptions of country image (PCI), mass media, and concerns about travel into the framework of the original model of goal-directed behaviour (MGB). Structural equation modelling was used to identify the structural relationships among the latent variables. The results show that mass media had a positive influence on South Korean residents’ perception of China’s image, a negative influence on residents’ concerns, and a positive influence on residents’ behavioural intentions for travel overseas. Meanwhile, PCI had a positive influence on residents’ attitude towards travel overseas. The theoretical and practical implications of the study are discussed.
【저자키워드】 COVID-19, Mass media, China, concern, South Korea, desire, extended MGB, travel intention, 【초록키워드】 media, Travel, Intention, behavioural, Korean, South, negative influence, positive, implication, country, Behavioural intention, identify, was used, examined, variables, 【제목키워드】 Model, understanding, Korean, Perception, South, Extended,