The role of visa exemption in Chinese tourists’ decision-making: a model of goal-directed behavior |
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Authors: | HakJun Song Yvette Reisinger Hai-Lan Xu |
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Institution: | 1. Department of Hotel &2. Convention Management, College of Tourism &3. Fashion, Pai Chai University, 14 Yeon-Ja 1 Gil, Seo-gu, Daejeon, 302-735, South Korea;4. College of Business Administration, Gulf University for Science and Technology, West Mishref, Kuwait;5. College of Hotel &6. Tourism Management, Kyung Hee University, 26 Kyungheedae-ro, Dongdaemun-gu, Seoul 02447, Korea |
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Abstract: | The purpose of this study was to examine the role of visa exemption in tourist decision-making using the extended model of goal-directed behavior (EMGB). Surveys were administered to Chinese tourists interested in traveling to South Korea. The structural equation model indicates that the inclusion of the expectation of tourist visa exemption enhanced Chinese tourists’ behavioral intention. Specifically, positive and negative anticipated emotions, perceived behavioral control, and the notion of a subjective norm were important antecedents of travel intention. Desire was the only significant factor affecting Chinese tourists’ travel intention. This study enhances our understanding of Chinese tourists’ intention to travel to South Korea. |
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Keywords: | Visa exemption model of goal-directed behavior Chinese tourists |
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