코로나19에 따른 호텔고객의 전환의도 결정요인에 관한 연구

초록

The spread and protraction of COVID19 has a negative impact on the domestic tourism and hotel industry as a whole. Thus, hotel companies are in urgent need to prepare strategies for crisis management due to COVID19. Therefore, the purpose of this study is to identify various motivation factors that cause customers to switch from hotel to alternative accommodation in the situation of spreading corona 19. To achieve the purpose of this study, a Model of Goal-Directed Behavior and a PPM model were applied to understand the behavior changes according to the motivation factors affecting individual decision making. The results of the study showed that the Push factor consisting of perceived risk and negative predictive feeling had the greatest effect on alternative accommodation. Based on the results of this study, it is expected that it will contribute

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